July 1 is known as Moving Day in Quebec. It’s the day in which thousands of residents pack up and move out of their apartments. It’s the busiest day of the year for tenants to move within the province and it can make a large city like Montreal chaotic.
Every year around Moving Day, more than 1,600 pets are left behind by their moving owners.
This year, Canadian agency, john st., helped Canadian home improvement store, Home Hardware, do something about it. They partnered with the Society for the Prevention of Cruelty to Animals (SPCA) to produce unique moving boxes in the shapes of common household pets.
The boxes are simple reminders: If you move, don’t leave your pet behind.
The light-hearted awareness campaign is also raising money for the SPCA to help manage abandoned pets.
“We’re hoping that this small activation will help keep this issue top of mind for Quebecers moving this year,” stated Mario Durocher, Director of Quebec Retail Operations at Home Hardware.
The animal boxes will be used as donation boxes near checkouts in participating Home Hardware locations in Montreal in the weeks leading up to moving day.
Agency: john st.
Executive Creative Directors: Stephen Jurisic & Angus Tucker
Creative Directors: Mark Scott & Cedric Audet
Art Director: Sebastien Lafaye
Design Director: Mooren Bofill
Associate Design Director: Jacqueline Lane
Designer: Carol Hung
Producers: Anne-Christel Rajoelina & Andrew LaGrave
Account Team Lead: Nick Pigott
Account Director: Bianca Myers
Account Supervisor: Stuart Milligan
Production Artist: Valerie Bertrand
Production company: Consulat
Director & DOP: Simon Duhamel
Assistant Director: Marc-Antoine Dubois
Papercraft: Pascal Brousseau
Post-production: Pascal Brousseau
Producer: Eliane Sauvé
Sound design & mix: Studios Apollo, Vincent Dufour & Pierre-Hugues Rondeau