We created a sticker pack where each sticker depicts a pet that needs a new home. The biography of any pet can easily be found by sending its sticker to an @adoptapackbot that will immediately send back its information, photos and advice on right nutrition from Hill’s. Each time a shelter gets a new pet, a new sticker is added, and whenever an animal finds a home, its sticker disappears from the pack.

We visited several shelters managed by the foundation and took expressive photos of the cats and dogs waiting for their forever homes. Each animal got its own sticker in a Telegram sticker pack. A specially created chatbot could tell users more about each sticker pet it was sent. Once the launch of the sticker pack and bot had been announced on social media, the sticker pets started getting adopted - and today we are still replacing adopted stickers with those still waiting. The implementation of this project does not require extensive media investment: any shelter in any part of the world using the Telegram messenger can do it.

300$ media and production budget

9 500 sticker pack installations

36 000 stickers sent

350 000 coverage

more than half of the pets in the pack have already been adopted and replaced

This work is relevant for Brand Experience & Activation because this is a way to help people take care of animals in a very unusual way.

Target audience: wealthy people, from 18 to 35 years old, who live in St. Petersburg and Moscow and actively communicate in messengers. Telegram replaced all other messengers and social networks for them.

Hill's pet nutrition stands for the serious relationship between the owner & the pet. That's why brand supports "Adopt a pet" fund in Russia. But before looking for a home for homeless pets we need to change their image of in general. Most of them are kind, sensitive and beautiful but these are not the first adjectives that come to mind when we think about homeless pets.