CLIENT - ASPCA (American Society for the Prevention of Cruelty to Animals)
SERVICE - The ASPCA works nationally to rescue animals from abuse, pass humane laws, and share resources with shelters across the country.
OBJECTIVE - Our goal was to advertise for the ASPCA in hopes of having more animals adopted. The ASPCA has a unique way of matching their pets with future owners by using a color system. Animals coded “green” require very active owners, “orange” pets will settle for moderately active owners, and those in the “purple” category are content with cuddling on the couch all day. We wanted to develop a metaphor for finding that perfect match, and decided that “meet your match” could relate to paint swatches. They not only relate due to the color aspect, but also because people put a lot of thought into finding the right paint to fit their home and personality, similar to finding the right pet. We targeted home owners, as they are generally in an ideal position to own a pet. We decided to make “pet swatches” for a national campaign that could be found in a variety of different stores that carry paint.
LOCATION - The paint swatch section of home improvement stores.
Designed by Nevin Bryers & Kyle Swoyer
Here is a detail of the front and back of a card for the national campaign (designed by Kyle Swoyer).
We also wanted the campaign to have a local element, and created an inexpensive weekly flyer that local adoption centers could use to present pets that are ready for adoption. Similar to the pet swatches, the flyer would color coordinate local pets to parallel with the ASPCA’s categorizing system.
In addition to the swatches and flyers, we created a stir stick in the shape of a bone that every customer would receive with their paint purchase. This would provide our audience with a take home element
and a call to action.
THANKS FOR LOOKING!
