PawsToy is an exact plush toy replica of an actual animal from the shelter. It enables parents to monitor a child's responsibility before adopting a real pet.
Pet Shelter Horjul was facing a challenge: every December, people called them to get puppy dogs and cats, which would eventually become Christmas gifts. The problem followed when a few weeks later the same animals got left on the street or were returned to the shelter. To deal with this situation the agency was asked to come up with a solution that exposed the problem and offered a relevant solution.
The idea was to offer an alternative to adopting a pet without thinking it through – we designed plush animals that looked exactly like shelter animals, so parents could give them as presents instead of real animals. The solution talked directly to parents and children, who wanted a puppy. It also enabled parents to monitor how determined the child is when it comes to daily pet responsibilities, which were also introduced on the design's packaging in the form of "tips and tricks" video animation.
The products, presented at on a special website, were the focal point of the campaign, which quickly spread on social media and was followed by exposure on national media portals. The idea was presented in Slovenia only since the legislation only enables its residents to adopt pets from shelters. The campaign positioned Pet Shelter Horjul as innovative raised donations and resulted in all products getting sold and subsequently, none of the adopted animals was returned to the shelter.
This professional campaign titled 'PawsToy' was published in Slovenia in March, 2019. It was created for the brand: Pet Shelter Horjul, by ad agency: Pristop. This Digital medium campaign is related to the Pets industry and contains 7 media assets. It was submitted about 4 years ago.
Advertising Agency: Pristop, Ljubljana, Slovenia
Creative Director: Matija Kocbek, Peter Zabret, Blaz Vuk
Art Director: Matija Kocbek
Copywriter: Peter Zabret
Illustrator: Matija Kocbek, Ales Krdzic
Designer: Matic Klemen
Photographer: Matija Kocbek
Account Manager: Nika Perovsek, Nejc Kovacic
Social Media Manager: Ajda Perme
Media Strategist: Alina Zugelj Pikalo
Developers: Peter Rožac, Žiga Vučkevič, Martin Jagodic
Video production: Nik Čebulec, Aleš Krdžić
Packaging Development: Primoz Antloga
PR: Uros Stanc, Nina Orlic