Ambient ad. Images are painted onto a jogging path, so passers-by will be forced to see these images in sequence. Every few meters, the passerby will be able to see the next message in sequence.
Detail of ambient ad. As the viewer walks along the path, the number of animals increases over a 24-hour period as indicated in the ad. The final ad shows 21 animals, which is the number of pets which are abandoned everyday.
BTL Ad. This is a paper bag wich is distributed at shopping centers. The visual shows a pet holding on to its owners hand, together with the tagline 'Hold my paw and never let me go.