The iconic Australian image of Uluru is at the heart of a new spot by ghg that uses a trick of the eye to morph the landmark into a sleeping dog.

The ad, for AMRRIC (Animal Management in Rural and Remote Indigenous Communities), has been launched to raise awareness of veterinary services in the heart of Australia.

AMRRIC is a not-for-profit group of vets, academics, health and animal professionals who work with people in rural and remote communities to improve animal health.

Tim Brierley, creative director at ghg, said: “Our brief was to raise awareness of the work AMRRIC does in helping dogs in rural and remote indigenous communities. So we turned Uluru into a symbol of connection between indigenous Australians, their land and pets.”

Julie Hardaker, CEO at AMRRIC, added: “All of us here at AMRRIC fell in love with the idea the moment we saw it. To see it come to life and capture the essence of what we are about makes us proud. The more awareness and support we can get, the more we can give.”

Credits:

Agency: ghg Australia; creative director: Tim Brierley; senior art director: Daragh Ledwidge; copywriter: Daragh Ledwidge/ Tim Brierley; account manager: Patricia Crimmins; agency producer: Sandi Gracin; director: Sam Bennetts; producer: Josh Jenkins; production company: Plaza Films; post production: Fin Design; editor: Simon Njoo; editing house: Method Studios; sound engineer: Steve Hessell; sound: Bento Productions; music by: Josh Pyke