Title	PUPS
Brand	IFAW - INTERNATIONAL FUND FOR ANIMAL WELFARE
Product/Service	IFAW - INTERNATIONAL FUND FOR ANIMAL WELFARE
Category	A14. Public Sector & Awareness Messages
Entrant	J. WALTER THOMPSON London, UNITED KINGDOM
Idea Creation	J. WALTER THOMPSON London, UNITED KINGDOM

Name	Company	Position
Russell Ramsey	J. Walter Thompson London	Executive Creative Director
David Masterman	J. Walter Thompson London	Creative Director
Claudia Southgate	J. Walter Thompson London	Creative
Miles Bingham	J. Walter Thompson London	Creative
Rachael Long	J. Walter Thompson London	TV Producer
Jenny Busby	J. Walter Thompson London	TV Producer
Ed Thorn	J. Walter Thompson London	TV Producer
Charlotte Humphries	J. Walter Thompson London	Senior Account Manager
Kate Duncan	J. Walter Thompson London	Project Manager
Sophia Ray	Nice & Polite	Director
Dave Davis	Freelance	Editor
Jeff Smith	750mph	Sound Engineer

Brief Explanation

The UK is facing an epidemic of breeders and smugglers producing puppies solely for profit, so the agency and IFAW have created Suzy Puppy, a toy dog who may not be all she seems as the star of a campaign raising awareness of the issue. In the film Suzy Puppy is bought for an excited girl as a present, however, as its defects become more and more apparent it becomes clear the dog is not all it seems. As the spot continues our hero girl depicts the horror of finding out her at first perfect puppy is in fact suffering a great deal from physical difficulties and a number of possible illnesses. The climax of the spot serves to warn those looking to buy a puppy, and offers a useful guide (P.U.P.S) to ensure potential buyers know the signs to look out for.