When people decide to get a dog, they generally choose a breed, then shop for a breeder. This is really sad because there are thousands of dogs who have been rescued and are up for adoption. These dogs awaiting adoption cost money to the animal shelters often straining already tight charity-dependent budgets.
Our solution? Pareidolia. Using people’s want for dogs to remind them to adopt, not shop. Why? Because when we really want something we tend to notice it everywhere, even when it’s not even really there. We used everyday objects to remind people who wanted dogs, that the entire universe was literally telling them to adopt a dog. These people were then directed to the SPCA Sandton’s Facebook page to look at the albums of cute dogs up for adoption.
Print advertisement created by Grey, South Africa for SPCA, within the categories: Pets, Public Interest, NGO.
Chief Creative Officer: Fran Luckin
Executive Creative Director: Glenn Jeffery
Creative Director: Steph van Niekerk
Art Director: Seth Beukes
Copywriter: Jayson Dicks
Photographer: David Prior
Agency Producer: Linda Hauser
Photography Producer: Caroline Symmonds
Business Director: Michelle Pereira