RSPCA Pet Insurance has launched a new brand platform, ‘We Know Animals’, marking its first major campaign since appointing Saatchi & Saatchi Australia and Atomic 212° to its accounts.
The platform aims to differentiate the brand in the competitive pet insurance category by leaning into its long-standing expertise in animal welfare.
Built on trust and experience
The campaign draws on RSPCA’s more than 150-year legacy, positioning the insurance offering as an extension of its deep understanding of animals.
Head of Marketing and Communications (RSPCA Pet Insurance), Alex Taljaard, said the strategy focuses on emotional connection as much as product comparison.
“When pet owners choose insurance, they’re not just comparing features — they’re looking for a provider that genuinely cares,” he said.
Celebrating the chaos of pet ownership
Creatively, the campaign highlights the unpredictable nature of life with pets — from everyday mishaps to unexpected health issues — reframing these moments as part of the experience of ownership.
Executive Creative Director (Saatchi & Saatchi Australia), Piero Ruzzene, said the work leans into the insight that pets bring both joy and chaos.
“With the cuteness and cuddles comes swallowed socks, accidents and all manner of mishaps… but that’s ok, because RSPCA Pet Insurance knows animals inside and out,” he said.
““We Know Animals” is a platform only they can own because they’re synonymous with expertise and care. That allowed us to get quite detailed on the unique traits, ailments and issues of breeds, something that felt fresh in this category.”
Social-first rollout
The campaign has been designed with a social and screens-first approach, rolling out across TikTok, Instagram, Facebook, YouTube, SVOD and BVOD.
Production was led by Publicis Production, with Atomic 212° handling media.
Group Account Director at Atomic 212, Will Ridley said the campaign aims to reach pet owners where they already consume content.
“The team are incredibly passionate about best-in-class pet welfare, and it shines through in the labour of love this campaign represents.”
Campaign credits
Pacific International Insurance [Client]
Alex Taljaard – Head of Market & Product Strategy
Rick Claughton – COO
RSPCA Australia [Client]
Jane Speechley – Communication and Campaigns Lead
Dominika Jagoda – Scientific Communications Officer
Brad Smith – CCO (RSPCA Queensland)
Nidhi Dattani – Consultant
Saatchi & Saatchi [Creative Agency]
Mandie van der Merwe – Chief Creative Officer
Avish Gordhan – Chief Creative Officer
Piero Ruzzene – Executive Creative Director
William Campion – Copywriter
Jackson Elliott – Art Director
Tod Duke-Yonge – Head of Design
Ben Frost – Group Account Director
Allie Naylor – Account Manager
Tim Mottau – Head of Strategy
Caitlin Alcock – Planner
Atomic 212° [Media]
Ashleigh Carter – General Manager (Sydney)
Will Ridley – Group Account Director
Rick Sillan – Client Lead
Publicis Production [Production Agency]
Laura Midalia – Senior Integrated Producer
Michael Demosthenous – National Director of Production
Prodigious (Production company)
Josh Logue – Director
Aaron Rogers – DOP
Alina Bermingham – Colourist
Bonnie Fay – Senior Producer
Anthony Scarcella – Editor
Simon Harsent – Photographer
Tim Pietranski – Production Executive Producer
Abby Hunt – Post Executive Producer
Audio:
Otis Studios – Audio Production
Main image: RSPCA