Vanessa Tan
Vanessa Tan is a copywriter, content creator, and pop culture junkie living in Singapore. This is some stuff she's done.
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What The Fluff Challenge 2.0 | SPCA

The #WhatTheFluffChallenge was an impossible-to-miss viral sensation that swept the internet and pets by storm in 2018. The reactions of perplexed, panicked pets as their owners disappeared right before their eyes has been shared a million times over - their confusion fuelling our amusement.

But not all disappearing acts are acts.

 

#WhatTheFluffChallenge2.0 | SPCA

The #WhatTheFluffChallenge was an impossible-to-miss viral sensation that swept the internet and pets by storm in 2018. The reactions of perplexed, panicked pets as their owners disappeared right before their eyes has been shared a million times over - their confusion fuelling our amusement.

But not all disappearing acts are acts.

That’s what #WhatTheFluffChallenge2.0 wanted to spotlight: that in the real world, thousands of pets are abandoned each year – and that’s no laughing matter. The campaign hijacked the viral gag with a series of videos in order to raise awareness of the very real and growing problem of pet abandonment, and then rallied voices in order to put a stop to it.

 
 
 
 

A humble hijack that changed
an entire conversation.

 
 

Ed Cheong (Executive Creative Director)
Boo Weiyi (Senior Art Director)
Vanessa Tan (Senior Copywriter)
Cassandra Sim (Copywriter)
Pamella Ang (Senior Editor)

Metal:
Gold, Best Real-Time Response Campaign, Hall of Fame 2018
Gold, Small Budgets - Services, Effies Singapore 2019