The activation video was posted on social media and is igniting conversations islandwide about the responsibilities of owning a pet, already inspiring pet owners to take better care of their animals. With this campaign, we wanted to hold up a mirror to society, challenging people to recognise the signs of neglect in their own lives and take action,” said Sharim Gubbels, Executive Creative Director at Leo Burnett. “There was a buying spree of pets during the pandemic, however in the last 18 months, a ‘return to office’ coupled with the rising costs of pet supplies has caused almost a two-fold increase in the number of pet neglect cases in Singapore.