Adopt Pure Love 🐕 ❤️ by the Shelter Pet Project

The Ad Council’s Shelter Pet Project challenged us to come up with a campaign encouraging the adoption of pets from shelters, as opposed to breeders. They wanted the campaign to be inspiring, emotional, and upbeat, countering the misconception that shelter animals are damaged and difficult. My partner and I conceived the “Adopt Pure Love” campaign, assigning fun, quirky attributes to describe the personality of each pet. We filmed three celebrity activists—Olivia Munn, Rachel Bloom and Logan Ryan—as well as everyday people. All of their stories are unique, but they all talk about the pure love between shelter pet and owner.

To date, the #AdoptPureLove campaign is one of the most successful campaigns ever run by the Ad Council, and earned the attention of industry publications, talk show hosts such as Ellen Degeneres and Seth Meyers, amongst other earned media opportunities. From living room televisions around the country, billboards from Sunset Boulevard to Times Square, and posts all over the ‘gram, the campaign is still running strong.

Credits:
Executive Creative Director: Florent Imbert
Creative Director: Jessica Stewart
Copywriter: Lauren McNally
Art Director: Andrew Berardi
Art Director: Jack Llewellyn-Karski