NO LAME EXCUSES
Guerilla Campaign
The Brief:
The Society for the Prevention of Cruelty to Animals (SPCA) is a non-profit organisation that protects animals from neglect or mistreatment. The task was to create a guerrilla marketing campaign for the organisation that raised awareness of irresponsible pet ownership and built an emotional connection strong enough to evoke action.
The Solution:
People love the idea of owning a pet for companionship, but not the responsibilities involved. This results in owners returning their pets to shelters and justifying it with lame excuses, contributing to the 4 million abandoned animals in the country, as well as overcrowding in kennels, and euthanasia.
Inspired by returning clothing items, the ‘No Lame Excuses’ reminds the public that pets are not returnable items and ownership is a long-term commitment, not a temporary choice. The campaign challenges pet owners with one thing: ‘Make the commitment, not the excuse’. Each receipt featured a different lame excuse for returning a pet, with guerrilla marketing consisting of oversized receipts placed on everyday, suburban objects, creating the impression of a rejected and disregarded receipt blowing in the wind.
Scope it out on:
Do ya dig it?
Check out my other design work, or if ya like what you see, book a service!
