2024 WINNER: Mannys, TELLYS, Saniss awards, NY Festival,
Currently shortlisted IN: the one show, campaign experience awards
An elevated approach to saving pets
1,000 shelter dogs and cats are killed every day, which is so sad that people don’t even want to hear about it.
So we used balloons to spread awareness in a way they wouldn’t tune out.
After the Thanksgiving day parade, 1.5 million Times Square shoppers looked up to see thousands of CG dog and cat balloons quietly drifting over New York.
And a thousand more recyclable pet balloons waited to be freed from their cages by passersby on the ground.
The balloons represented real animals waiting to be adopted. People could get to know them by scanning their leashes or reading their cards.
Our sad, slightly deflated-looking pets returned to their full selves once they were safe indoors, because helium expands in warmer temps.
People freed every single balloon cat and dog, with nearly 1000 prospective adoption scans on the day.
The billboard got an estimated 1.5 million live impressions the day of the activation and subsequent media and social activity has garnered over 100 million impressions to date.
But most importantly, Best Friends New York City adoption center is now the busiest it has ever been, and more and more animals are being adopted every day.