Creative Execution

Upon going to the CARA website, one is asked for access to his or her webcam. Once allowed, the user’s image will be displayed inside the eyes of the animal chosen (cat or dog). This reflects both the problem and the solution: the animals need a place they can call home, and seeing your image in their eyes makes you see and feel the obvious answer. When a photo is taken, it can also be spread through the different social media channels.

The campaign attracted people to the CARA website’s adoption pages. As pictures of users spread on Facebook, awareness about pet adoption rose. During adoption events, attendees rose as more and more people showed interest in pet adoption. Awareness on the living conditions of strays and the processes of adopting strays became better known. An increase in the website visits was also seen due to the digital aspect of the campaign. Pet adoption became top-of-mind for people who were planning to get pets. There was a marked increase in pet adoption. More rescues were accommodated at the centers.

Animal adoption centers in the Philippines are running out of room to accommodate more rescued stray cats/dogs. How does one make people see that pet adoption not only gives you a new pet but gives a rescued animal a home as well, and thus freeing up room at the centers to accommodate more rescues; By letting the target market see themselves in the animal’s eyes. Since the eyes are the windows through ones soul, even an animal’s, we decided to utilize the eyes to show that anyone can be a home to rescued cats and dogs.