ADOPTABLE TRENDS
DALLAS PETS ALIVE 🐶
For years, many Dallasites preferred buying pets over adopting from shelters, resulting in a 63% euthanasia rate in Texas, by law. To change perceptions, we created a series of social-media and digital campaigns that put shelter pets at the forefront of potential adopters’ minds.
The campaign, Adoptable Trends, renamed real shelter dogs every day to match the hottest trending topics. Then, "Lemmon" became "Interrupting Kanye," "Sadie" became the famous social media debate "What color is this dress." And as people Googled any trending topic, they were met with targeted ads and profiles of an adoptable dog.
DALLAS PETS ALIVE 🐶
For years, many Dallasites preferred buying pets over adopting from shelters, resulting in a 63% euthanasia rate in Texas, by law. To change perceptions, we created a series of social-media and digital campaigns that put shelter pets at the forefront of potential adopters’ minds.
The campaign, Adoptable Trends, renamed real shelter dogs every day to match the hottest trending topics. Then, "Lemmon" became "Interrupting Kanye," "Sadie" became the famous social media debate "What color is this dress." And as people Googled any trending topic, they were met with targeted ads and profiles of an adoptable dog.
Each campaign helped DPA highlight the benefits of shelter pets over purebreds, positively shifting the perception of rescue animals. More importantly, they contributed to a 48% decrease in euthanasia (from 63% to 15%) and a 130% increase in Live Release Rate.
"The 15 digital campaigns the biggest names in advertising wish they had created."
Business Insider
Business Insider
"One of the most ingenious and fun campaigns in digital this year."
D&AD Jury
D&AD Jury
"They figured out a new way to increase exposure for the client's shelter dogs."
Adweek
Adweek
"UTTERLY INGENIUS. Brilliant brilliant brilliant."
@JamesMadelin
@JamesMadelin
AWARDS
D&AD - Graphite Pencil (Digital Marketing)
D&AD - Wood Pencil (Direct)
Cannes Lions - Silver Lion (Media)
Cannes Lions - Bronze Lion (Cyber)
Cannes Lions - Shortlist (Innovation Lions)
Cannes Lions - Shortlist (Health Lions)
Cannes Lions - Shortlist (Branded Content & Entertainment)
One Show - Silver Pencil (Branded Entertainment)
One Show - Silver Pencil (Direct)
One Show - Merit (Interactive)
Clio Awards - Bronze Direct (Digital)
Clio Awards - Bronze Engagement/Experiential (Guerrilla)
iAB Mixx Interactive Awards - Gold
iAB Mixx Interactive Awards - Bronze
El Sol - Silver (Digital)
El Sol - Silver (Direct)
El Sol - Finalist (TV)
U.S.H. Idea Awards - Silver (Cyber)
U.S.H. Idea Awards - Silver (Promo & Activation)
El Ojo de Iberoamérica - Finalist (Interactive)
El Ojo de Iberoamérica - Finalist (Media)
El Ojo de Iberoamérica - Finalist (Content)
El Ojo de Iberoamérica - Finalist (USH Best Idea)
Wave Festival - Finalist (Cyber)
Addys National - Gold (Digital)
Addys Regional - Gold (Digital)
Addys Local - Best Of Show
Addys Local - Gold (Digital)
Wave Festival - Silver (Promo)
Wave Festival - Silver (Branded Content)
New York Festival - Finalist Award (Digital)
New York Festival - Finalist Award (Digital)
New York Festival - Finalist Award (PSA)
New York Festival - Finalist Award (Media)
Facebook Awards - Finalist (Facebook for Good)
Facebook Awards - Winner USA (Facebook for Good)
Effies - Bronze (7+ Years Sustained Success)
