It’s not easy for a charity campaign to stand out these days, let alone in the middle of a pandemic and an economic crisis that’s crying for help in depressing headlines every day.
TBWA\Chiat\Day LA has achieved the near impossible for Best Friends Animal Society, a US animal welfare organisation dedicated to ending the killing of dogs and cats in America’s shelters. Its donation drive is housed in a video that talks to pets, not owners (although it provides sub-titles for humans). The video is also full of cute pet moments and funny pet clips – it does assume that pet owners will be watching.
“With Covid-19 sweeping the nation, we wanted to take a different approach to drive donations, especially in the hardest moment to do so,” stated Bruno Acanfora and Ariel Abramovici, creative directors at TBWA\Chiat\Day LA.
“Instead of asking people for support, we asked their pets. We feature a dog ‘talking’ to other dogs and cats at home – it’s what the agency calls a Pet-to-Pet ad. We hope this film brings joy to pet lovers and drives donations to an incredible cause.”
TBWA\Chiat\Day LA has a long history of providing pro bono work for Best Friends that began with the passion of TBWA\ chairman Emeritus, Lee Clow.
“We are so grateful to the talented team at TBWA\Chiat\Day LA for creating such an inspiring campaign to help us with our goal to make America no-kill by 2025,” commented Greta Palmer, chief brand and communications officer for Best Friends Animal Society.
“By engaging the public in such a creative, endearing way, at a time when pets are providing so much comfort to their families, we hope to see even more animal lovers supporting the no-kill movement. Together, we will save them all.”