ACC: ADS FOR PETS
As an extension of our ACC campaign, we decided to go after a target we knew would be open to adopting- existing pet owners. And since so many ACC adopters go there for their second, third, or thirteenth pet, we figured if there's anything adopters trust, it's their existing pets' instincts.
So we enlisted the help of pets themselves and created a whole new media- ads for pets. Low to the ground, small space ads that speak from one pet to another, encouraging them to tell their owner to add one to the family. And to make sure our message was received, we scented some of them with peanut butter, bacon, and catnip.
Because, as Tink, the Astorian Bengassianhair says: Together, we can catch the red laser dot.
Award
Adweek Non-Profit Campaign of the Year.
Featured
CBS News
NY1
PIX11
Adweek