Club 4 Paws

A pet is not a gift.

Agencies: ISD Group Panic


A colorful and dark drama about sheltered pets is the latest animation project from Panic studio.
Real talk. Just before we all get into gits for the upcoming holiday season, there’s one that’s way too real to be a gift—a pet. It turns out there are more than 600 million stray animals worldwide, and one of the root causes is very benevolent: pet gifting.

Animation studio Panic, together with the creative agency ISD Group, was gifted the chance to help Club 4 Paws by creating a visual story with an unexpected twist. A seemingly ordinary and joyful holiday season advertisement takes a dark turn toward the harsh reality of animal shelters.

We stepped into the paws of a little doggo that had been “happily” gifted to a little boy. It’s all happy until it’s not. The once-cliche wonderland takes a swift, dark turn as things turn sour. The dog and the viewer are sent on a bad trip real quick when caretakers are suddenly pissed off by the dog’s piss and chewed household items. It’s an intentionally dark nightmarish feel from the dog’s point of view, and it all ends up in a shelter. Sadly, that’s often the case.

The takeaway is clear: don't do it! There's no room for impulsive and ill-considered decisions when taking a pet.

This professional campaign titled 'A pet is not a gift.' was published in Ukraine in November, 2023. It was created for the brand: Club 4 Paws, by ad agencies: ISD Group and Panic. This Content, Digital, and Integrated media campaign is related to the Pets industry and contains 5 media assets. It was submitted 4 months ago.


Creative agency: [isdgroup]

Creative Director: Viktor Shkurba
Team Lead: Serhii Prońkin
Account Manager: Daryna Vashchuk
Creative Group Head: Oksana Gonchar
Creative Copywriter: Yulia Ivakina, Oleksandra Dyvnych, Ulyana Koinichenko
Art Director: Ira Lipavska
Junior Art Director: Agatha Yegoshina
Head of Strategy: Michael Traverse
Senior Strategist: Lera Troshchylo
Creative Strategist: Oksana Chumak
Communications Manager: Oksana Solonska

Production company: Panic
Director: Roberts Kulenko
Art director: Gints Gutmanis
Executive producers: Helena Zakare-Semjonova, Elina Alaine, Laura Zavodska, Rita Steimane
Illustrations: Gosia Janiec
Sketched storyboard artist: Arturs Bunts
Graphic designer: Matiss Zvaigzne
Animation lead: Gints Gutmanis
Cel animation lead: Francois Schonken
Rough keys & Tiedowns: Francois Schonken, Milena Tipaldo, Kyrylo Novikov, Anastasia Titarenko
Clean up & Color: Maxim Kotlyar, Kyrylo Novikov, Anastasia Titarenko, David Stumpf, Francois Schonken, Ke Ren
2D Animation & Compositing: Vladimirs Karsecjans
Post-production: Gints Gutmanis, Vladimirs Karsecjans
Music composer: Arturs Liepins
Sound design: Arturs Liepins
Voice over: Robins Pols Sverns


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