The Shelter Pet Project Start A Story. Adopt.
To raise awareness for pet adoption, we challenged misperceptions and avoided typical tropes—meaning no shivering kittens and sad-eyed dogs, and definitely no Sarah McLachlan. Instead, we went right for the (cultural) jugular: cute dog and cat videos on the internet.
Millions of people already love, like, follow and share these pets. But what people don’t know is that many of these famous pets came from shelters.
We used the stories of celebrity pets and influencers to encourage people to tell their shelter pet adoption stories. And through the campaign we helped build social cachet around shelter pet adoption.
Awards:
Cannes Lions: Silver Lion, Cyber, Social Influence
Best of Ad Council (2016)
Press: AdWeek | Mashable | HuffPost | Complex
Agency: J. Walter Thompson (New York)
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