To raise awareness for pet adoption, we avoided shivering kittens, sad-eyed dogs and Sarah McLachlan. Instead, we went right for the cultural jugular: Cute dog and cat videos on the Internet. Millions of people already love, like, follow and share these pets. But what those fans didn’t know? Most of those pets came from shelters.

The campaign launched with pre-roll, where we recreated one of YouTube’s most watched cat videos – without the cat.

CREDITS

ECD: Emmanuel Lavelle, Florent Imbert
Creative: Ben Morejon, Andrew Curtis
Director: Claire Cottrell

AWARDS & RECOGNITION

2016 Cannes, Silver, Cyber, Social Influence
2016 Cannes Health, Shortlist
2016 Best of Ad Council

Featured on Adweek, Huffpo, Mashable.

Most importantly: A sizable uptick in pet adoptions.