PAWS DOGGIE BAG by J. Walter Thompson Manila for Philippine Animal Welfare Society (paws)

PAWS DOGGIE BAG

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Industry Environmental & Animal Issues
Media Design & Branding
Market Philippines
Agency J. Walter Thompson Manila
Executive Creative Director Dave Ferrer
Copywriter Kara Bautista
Released May 2009

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: PHILIPPINE ANIMAL WELFARE SOCIETY (PAWS)
Product/Service: ADOPT A PET CAMPAIGN
Agency: JWT MANILA
Date of First Appearance: May 1 2009 12:00AM
Entrant Company: JWT MANILA, THE PHILIPPINES
Executive Creative Director: Dave Ferrer (JWT Manila)
Art Director/Illustrator: Icel Candido (JWT Manila)
Copywriter: Kara Bautista (JWT Manila)
Print Producer: Ces De Guzman (JWT Manila)
Client Services Director: Golda Roldan (JWT Manila)
Media placement: Doggie Bags - Distributed At Charity Event And Restaurants - 1 May 2009

Describe the challenges and key objectives
The client was looking for a memorable way of encouraging people to adopt a dog that they would take with them long after the event was over.

Describe the brief from the client
Every year, the Philippine Animal Welfare Society (PAWS) hosts a fundraising dinner for donors called Dine With Paws.

Describe how you arrived at the final design

The common use of doggie bags were seen as a means to remind people about pet adoption as well as for kids to have fun. Designing the bags to look like pets helped hit the target audience at a very strong point of contact. People often ask for 'doggie bag' take-aways even if they don't actually have dogs. This offered a suggestion.

Give some indication of how successful the outcome was in the market
The doggie bags as puppy pets were distributed to kids for use at the event. When customers asked for leftovers to be wrapped, the doggie bags doubled as take-away bags. The bags proved so in-demand, a second run was needed. They were eventually distributed at several restaurants.