Best Friends Design & Branding FURRY 4 LOGO by Tm Advertising

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Design & Branding
Market United States
Agency Tm Advertising
Art Director Ryan Beals, Fed Pacheco
Released April 2012

Credits & Description

Category: Broadcast Design and Graphics Incl. Animation
Product/Service: ANIMAL CHARITY
Chief Creative Officer: Bill Oakley (TM Advertising)
Assistant Creative Director/Copywriter: Chris Bettin (TM Advertising)
Assistant Creative Director/Art Director: Pamela Coatti (TM Advertising)
Art Director: Ryan Beals (TM Advertising)
Art Director: Fed Pacheco (TM Advertising)
Art Buyer: Ranelle Fowler (TM Advertising)
3D Modeling And Animation: (Saddington/Baynes)
Media placement: Animated Logo - Websites, PSA, Infographic Video - April 9, 2012

Describe the brief from the client
Best Friends Animal Society approached us with the goal of developing a spay and neuter campaign in support of their brand mission to create a world with No More Homeless Pets. Research showed that nearly 80% of all pet owners believed in spaying and neutering. However, more than 70,000 puppies and kittens continue to be born every day in the US, with millions being killed in shelters each year. Of those killed, more than 50% were accidental litters due to a lack of understanding of how young pets can actually get pregnant.

Describe the challenges and key objectives
So the objective became creating an awareness of the proper age to spay and neuter in order to help prevent accidental litters before they happen. The veterinarian community has steadily begun supporting early spay and neuter procedures. Since kittens can get pregnant starting as early as 4 months, the campaign theme of 'Prevent more, fix at month four' was born.

Describe how you arrived at the final design
The other key difference between this initiative, and many before it, was tonality. Research showed that people had become numb to efforts showing sadness and attempts to elicit pity for lonely animals in shelters and messages focusing solely on dire circumstance. The 'Fix at Four' campaign strives to maintain a surprising, yet optimistic and light-hearted tone, and the furry four logo is the living, breathing, lovable embodiment of this new take on the long-standing problem of pet overpopulation.

Give some indication of how successful the outcome was in the market
This just started running in the beginning of April so there are no results at this time.