| Title | RING |
| Brand | SPCA |
| Product / Service | ANIMAL ADOPTION |
| Category | B03. Best use of Ambient Advertising: Small Scale Special Solutions |
| Entrant | LEO BURNETT Hong Kong, HONG KONG |
| Entrant Company: | LEO BURNETT Hong Kong, HONG KONG |
| Advertising Agency: | LEO BURNETT Hong Kong, HONG KONG |
Credits | |
| Chief Creative Officer | Eddie Booth |
| Executive Creative Director | Victor Manggunio |
| Creative Director | Yc Chen |
| Copywriter | Yc Chen |
| Advertiser's Supervisor | Michael Wong |
| Account Supervisor | Meggy Cheng |
| Art Director | Li Man Fung |
| Other Credits | Print Production: Connie Siu |
To promote responsible pet ownership, we created an engagement ring, box and display which was strategically placed in different jewellery shops, pet shops and of course the SPCA (Society for the Prevention of Cruelty to Animals) adoption office in Hong Kong. People were encouraged to try on the ring. When they pulled out the ring, they realised that it is actually a leather leash with a dog tag attached, and the message "Adopt Responsibly" from SPCA. After all, taking care of your pet, just like taking care of your other half, is "A Lifetime Commitment".
Ready for A Lifetime Commitment? Try on and see.