Cannes Lions

ANIMAL CHARITY

TM ADVERTISING, Dallas / BEST FRIENDS ANIMAL SOCIETY / 2012

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Overview

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Credits

Overview

Description

Best Friends Animal Society approached us with the goal of developing a spay and neuter campaign in support of their brand mission to create a world with No More Homeless Pets. Research showed that nearly 80% of all pet owners believed in spaying and neutering. However, more than 70,000 puppies and kittens continue to be born every day in the US, with millions being killed in shelters each year. Of those killed, more than 50% were accidental litters due to a lack of understanding of how young pets can actually get pregnant.

Execution

The other key difference between this initiative, and many before it, was tonality. Research showed that people had become numb to efforts showing sadness and attempts to elicit pity for lonely animals in shelters and messages focusing solely on dire circumstance. The 'Fix at Four' campaign strives to maintain a surprising, yet optimistic and light-hearted tone, and the furry four logo is the living, breathing, lovable embodiment of this new take on the long-standing problem of pet overpopulation.

Outcome

This just started running in the beginning of April so there are no results at this time.

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