Category: Public Interest, NGO
Media: Digital
Brand: The Humane Society of the United States
Agency: JWT
Geo: United States
Advertising Agency: JWT, New York, USA
Executive Creative Director: Florent Imbert
Creative Director: Karl Ackermann
Art Directors: Bob Broadfoot
Chief Creative Officer, New York: Brent Choi
Planner: Rik Mistry
Project Manager: Sara Costa
Group Account Director: Greg McConnell
Account Director: Sarah Albertelli
Account Supervisor: Kristen Selasky
Production Company / Post-Production: ISL
Published: April 2017
Description: What happens when pets from shelters and rescue groups take over a social media lab to try to get their friends adopted? That’s the premise of the new Social Paws campaign from The Shelter Pet Project. The campaign, which encourages shelter pet adoption by giving adopted pets a voice on social media, was launched on National Adopt a Shelter Pet Day, April 30. The pets, from Washington D.C.-based Humane Rescue Alliance and Lost Dog and Cat Rescue Foundation, turn out to be social media geniuses in their attempts to inspire viewers to adopt their amazing dog and cat friends currently waiting in shelters, deploying creative memes, videos, GIFs and social media posts to share their message. As part of the campaign, these dogs and cats play with toys in a custom-built studio. Every toy they interact with builds social graphics by writing the headlines, setting the backgrounds and selecting the emojis and hashtags in a playful fashion.