The purpose of this project was to create a fully integrated campaign across all media platforms for pet adoption database, Petfinder, who was recently acquired by one a Nestle corporation.
The print ads focus on the intimate connection made through adoption and reveal humorous truths about life with a pet.
A group of actors with invisible dog leashes perform in public parks as a guerrilla campaign. Actors seek to draw the attention of bystanders, engaging with them whenever possible. When viewers inquire about the leash, actors reveal that Petfinder has what is missing on an information card.
A large green-screen poster will be placed around the city for users to see “what’s missing.” After the photo is taken and the QR code is scanned, the user will see that their photo has been manipulated to include an animal from a local shelter.
Petfinder will offer free wifi to targeted communities for a specific amount of time. The splash page will provide an opportunity for donating towards local shelters or connect to Petfinder’s website.
The Petfinder Frisbee is a two-piece disk which must be snapped together in order to use. A Petfinder representative will pass out frisbee halves to individuals at a dog park event. This encourages interaction and allows pet owners to connect with other pet owners in their community.
This social media strategy promotes community amongst all pet adopters. Individuals are encouraged to share their experiences with adopting animals in a short video. Participants symbolically catch a frisbee, tell their story or promote awareness for a local shelter, then “pass the frisbee” to a nominee of their choosing. These videos would loop on the website and would be accessible through hashtags.