Background

People looking to get pets prefer bred cats and dogs. Fewer and fewer people are signing up for pet adoption. Yoda, an animal shelter, wants to urge people to adopt the rescued stray cats and dogs who have been groomed and made fit for adoption.

Describe the creative idea (40% of vote)

A lot of people prefer bred cats and dogs because in a lot of ways, expensive pets are perceived as a status symbol. They’re looked at as something to show off in their circles. Through this campaign, we send out the message that when you bring home a pet, you make an addition to your family, not your accessories collection.

Describe the execution (40% of vote)

We have chosen a minimalistic design approach and have conveyed the message beautifully with simple yet bold illustrations. Integrating an accessory with a pet’s face makes the design stand out and send out the message perfectly to our target audience. We have used the illustrations of various breeds of cats and dogs along with different accessories.

List the results (20% of vote)

This campaign changed the perception of our target audience as it increased pet adoption and shelter visits. It left a long-lasting impact on the minds of people. With the increase in pet adoption the campaign successfully conveyed the message – A pet is not an accessory. Adopt, don’t shop.