ISPCA Ad

It was a charity job for press ad for the ISPCA in Dublin, Ireland, to raise the awareness of homeless cats living there. Rothco Social's brief to Pawel was to show what stray cats look like as the result of eking out their miserable existence on the street. Pawel’s cats are, as a result, far from the fluffy felines we usually see in advertising, instead sporting scars, ragged ears, shortened or no tail, and with legs and eyes missing.

Pawel, a committed animal rights activist and vegan, approached the job with passion, saying he felt a duty to serve the cause as well as he could. But although the subject was serious, Pawel says the process was also fun.

'There was a fine line between looking too dam cute on one side or just too scabby on the other side. Neither of these would have benefited the concept and what we were trying to achieve with the ad. I think Pawal got it spot on' says Clayton Homer.

The National Newspapers Of Ireland recognised his art and attitude a few months later when it awarded the advert the Press Ad of the Month Award.

Judge Dylan Cotter said of the winning advert, it was “A simple thought executed in a disciplined and eye-catching way”.