Meio&Mensagem
Publicidade

Wave Festival

Adiado para 2022

Outdoor / Prata

Título: Grab a puppy
Categoria: B15. Not-for-profit / Charity
Agência: the community
Anunciante: PETA (People for the Ethical Treatment of Animals)

Sinopse: We came across some information that the last President who did not own a pet ended up being impeached. We also know that at the time, our current President Donald Trump, did not own a pet. Therefore, we figured that since the last President without a pet got impeached we wanted everyone to adopt all the pets before President Donald Trump could – hinting that if he remained without a pet… he might end up getting impeached. Our brief was for National Adopt a Shelter Pet Day. We looked for an idea that would reach everyone. Our objective was to increase pet adoption across the US using political humor. No budget – pro-active idea. Total cost of production was under $10K. National scale. OOH in NYC and FL. Earned media across various publications.
We launched a political campaign to coincide with National Adopt a Shelter Pet Day, turning one of President Trump’s infamous comments into a hashtag: #grabapuppy. We encouraged people to go grab a pet from a shelter before President Donald Trump did, to increase his chances of being impeached. We designed 4 posters taking cues and imitating the art direction from political campaigns from the 50s, 60s and 70s. The effort was comprised of posters, stickers, buttons, print ads, digital billboards on highways, social posts and all kinds of political merchandise, just as if it were a campaign.
We partnered with MotorNiveo, a famous illustrator from Brazil, to craft the original art for each poster. Each illustration was based on a real dog that PETA had for adoption at that time, while the designs of the posters were based on posters from political campaigns between the 50s and 70s. A select number of posters were created using silk screen technique, then sent to PR agencies and influencers. Once we had our main piece, the collateral materials helped us to take the campaign to the next level: digital billboards, print, buttons, and stickers were used to amplify the idea across different media.

Sinopse em inglês: We came across some information that the last President who did not own a pet ended up being impeached. We also know that at the time, our current President Donald Trump, did not own a pet. Therefore, we figured that since the last President without a pet got impeached we wanted everyone to adopt all the pets before President Donald Trump could – hinting that if he remained without a pet… he might end up getting impeached. Our brief was for National Adopt a Shelter Pet Day. We looked for an idea that would reach everyone. Our objective was to increase pet adoption across the US using political humor. No budget – pro-active idea. Total cost of production was under $10K. National scale. OOH in NYC and FL. Earned media across various publications.
We launched a political campaign to coincide with National Adopt a Shelter Pet Day, turning one of President Trump’s infamous comments into a hashtag: #grabapuppy. We encouraged people to go grab a pet from a shelter before President Donald Trump did, to increase his chances of being impeached. We designed 4 posters taking cues and imitating the art direction from political campaigns from the 50s, 60s and 70s. The effort was comprised of posters, stickers, buttons, print ads, digital billboards on highways, social posts and all kinds of political merchandise, just as if it were a campaign.
We partnered with MotorNiveo, a famous illustrator from Brazil, to craft the original art for each poster. Each illustration was based on a real dog that PETA had for adoption at that time, while the designs of the posters were based on posters from political campaigns between the 50s and 70s. A select number of posters were created using silk screen technique, then sent to PR agencies and influencers. Once we had our main piece, the collateral materials helped us to take the campaign to the next level: digital billboards, print, buttons, and stickers were used to amplify the idea across different media.

URL: https://www.adweek.com/agencies/petas-clever-campaign-entices-donald-trump-to-grab-a-puppy/

Founder & Chief Creative Officers: José Mollá, Joaquín Mollá

Associate Creative Director /CW: Silvio Caielli

Sr. Art Director: Rodolfo Fernandes

VP of Integrated Production: Laurie Malaga

Director of Studio Operations: Thomas Bolger

Associate Producer: Gus Gomez

Sr. Account executive: Sebastian Markman

Agency Producer: Esteffania Najera

Illustrator: Mario Niveo/ MotorNiveo

Media Planner: Alexandra Galicia

Sr. Strategist: Felipe Reyes-Carmona

Manager of Creative Services: Maru Sokolowski

Creative Services coordinator: Irene Araque

Director of Business Affairs: Natalie Greenman

Producer: Stella Crippa

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Realização