Series of four ads play out 'excuses' for various irresponsible actions by pet owners. Apart from print ads to bring out the Agri-Food and Veterinary Authority of Singapore's key message of the importance of being responsible pet owners, the concept has been adapted to a fun and interactive online banner ad to further increase awareness. Together with radio commercials in three languages, this campaign clinched a bronze win in the Integrated Campaign category at the 2009 SPH Ink Awards.
