If you have ever adopted an animal, then Jaime Toh’s SPCA (Society for the Prevention of Cruelty to Animals) “Costume” campaign is sure to tug at your heart strings. Accompanied by the tagline, “Don’t put pedigree above personality,” the advertisements urge people to consider adopting animals in desperate need of a home rather being focused on finding a specific breed (that most likely comes from a breeder). In each image, we see a SPCA animal underneath the coat of a cat or dog with a higher pedigree. In a slightly morbid way, they wear their outsides as a suit, complete with zippers that behead their hosts.
Toh’s images feature smiling, happy dogs with cats do not look as entertained (I’m not surprised). Every animal looks more disheveled than its costume as he plays up the physical differences between shelter and a purebred/adopted pet. But, by visually shedding their outsides, it conveys the concept that when choosing a pet, personality outweighs looks. (Via InspireFirst)