Sydney Dogs and Cats Home | Limited Edition
The problem
Sydney Dogs & Cats Home receives more than 4,000 animals a year that are in need of a new home. However, the home is only able to accommodate 60 dogs and 50 cats at any one time.
The home relies heavily on donations to help fund and keep them alive long enough to find permanent homes. Australian law dictates that shelters are only required to keep an animal for 14 days. Due to lack of funds on the 15th day many healthy animals are put to death. Their time is limited.
Our strategy was to raise awareness amongst passionate animal lovers, adopters and ambassadors of SD&CH by leveraging the limited nature of its tenants.
Consumer insight
I wouldn't adopt an abandoned animal as I perceive them as being unhealthy and inferior.
Brand insight
The animals at the Sydney Dogs and Cats Home are healthy and unique animals. Australian law dictates that shelters are only required to keep an animal for 14 days. Due to lack of funds on the 15th day many healthy animals are put to death.
The powerful truth
This animal's time is limited - help save their life.
The solution
Two thoughts were combined – each animal is one of a kind, yet a threat hangs over each one. The result - the ‘Limited Edition’ exhibition.
21 of Australia’s best photographers captured 63 of them in a one-off ‘Limited Edition’ portrait.
We then created a ‘photographic exhibition’ that used the city of Sydney as its ‘gallery’. The prints were displayed in Superlites donated by AdShel in high-traffic locations.
The call to action was the website where they could view the entire exhibition, bid for a print, adopt the animal or donate.
Plus, view the making of the campaign and a heart-rending short film about ‘Getting to Zero’.
There were 3 phases:
Phase 1 – 63 one-off prints
Phase 2 – ‘Sold’ and/or ‘Adopted’ stickers were added to the posters
Phase 3 - a new series of adopted animals with their new owners in their new homes