Puppy farmers earn huge profits by consigning dogs to a life of churning out litter after litter, year after year. But the current deterrents are not enough, something this campaign set out to change. So we honed in on the theme of repetition plight of dogs on puppy farms. Idyllic scenes of people receiving puppies as gifts over consecutive Christmases combines with the repetition of an iconic Christmas tune, signalling to audiences that something sinister is lurking in the background.