START A STORY. ADOPT
To raise awareness for pet adoption, we avoided shivering kittens, sad-eyed dogs and 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 those people don’t know? Most of those pets came from shelters.
The campaign launched with pre-roll, where we recreated one of YouTube’s most watched cat videos – without the cat.
ECD: Emmanuel Lavelle, Florent Imbert
Creative: Ben Morejon, Andrew Curtis
Director: Claire Cottrell
AWARDS & RECOGNITION
2016 Cannes, Silver, Cyber, Social Influence
2016 Cannes Health, Shortlist
2016 Best of Ad Council
Featured on Adweek, Huffpo, Mashable.