HKAAC Design & Branding STORY WITH MY PET CAMPAIGN by Leo Burnett Hong Kong

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Industry Environmental & Animal Issues
Media Design & Branding
Market Hong Kong SAR China
Agency Leo Burnett Hong Kong
Executive Creative Director Connie Lo
Creative Director Adrian Lam
Art Director Bun Lam
Photographer Patrick Yick, Ho Siu Hak
Illustrator Henry Chan-Fusion
Released April 2012

Credits & Description

Category: Posters
Product/Service: PET ADOPTION
Executive Creative Director: Connie Lo (Leo Burnett Hong Kong)
Deputy Executive Creative Director: Miranda Shing (Leo Burnett Hong Kong)
Creative Director: Adrian Lam (Leo Burnett Hong Kong)
Creative Director/Copywriter: Wen Louie (Leo Burnett Hong Kong)
Art Director: Bun Lam (Leo Burnett Hong Kong)
Senior Copywriter: Fanny Lau (Leo Burnett Hong Kong)
Management Supervisor: Margaret Chan (Leo Burnett Hong Kong)
Photographer: Ho Siu Hak
Photographer: Patrick Yick
Illustrator: Henry Chan
Media placement: Posters - Fund Raising Exhibitions - 23 April 2012

Describe the brief from the client
Hong Kong Animal Adoption Centre believes that every animal should have a home where they can be cared for and be loved and nurtured. HKAAC hopes to build empathy with people and to highlight the joyous experience with pets, so that more animals will be adopted.

Describe the challenges and key objectives
To encourage people to adopt animals, especially those who have never owned a pet before.

Describe how you arrived at the final design
We borrowed from cultural contexts of iconic animals in comics that we all known since we were young. We then created 3 visuals using real dogs and cats to resemble these icons in their classic scenes. We chose these characters because of one underlying commonality – they all have a very close and unique relationship with their owners in their stories. By using these classic and memorable characters, we hope to motivate people and instil empathy in them so that they too will want to adopt a pet and create their own unique story with them.

Give some indication of how successful the outcome was in the market
The posters become collectibles. People who like the designs become aware of the issue and there’s an increasing number of people showed interest in adopting animals.