Hill's Film, DM Outside the Box Adoption Message [video] by Red Fuse

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Outside the Box Adoption Message [video]

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Industry Pet Food, Pet Care Products & Services, Environmental & Animal Issues
Media Film, Direct marketing
Market United States, Brazil
Agency Red Fuse
Chief Creative Officer Ranjana Choudhry
Creative Director Antonio Arias
Art Director Widerson Souza
Copywriter David Dominguez
Creative Arlo Oviatt
Released June 2018

Credits & Description

Agency: Red Fuse Communications
Production: Abacateiro Films , Jason Kaufman
Idea creation Production: Young & Rubicam
Global Creative Director of the Americas, Red Fuse Communications: Gloria De La Guardia
Creative Director, Red Fuse Communications: Antonio Arias
Copywriter, Red Fuse Communications: David Domínguez
Art Director, Red Fuse Communications: Widerson Souza
Designer, Young & Rubicam: Mariana Ortega
Creative, Red Fuse Communications: Arlo Oviatt
Designer, Red Fuse Communications: Joshua Tay
Chief Client Officer, Red Fuse Communications: Ranjana Choudhry
Managing Director, Red Fuse Communications: Kristin Ramsey
Account Manager, Red Fuse Communications: Lucía Moreno
Director Interactive Activation, Young & Rubicam: Catherine Patterson
Senior Integrated Producer, Young & Rubicam: Jill Toloza
Integrated Producer, Middle Mile: David Porras
Producer: Thais Gaal
Executive Music Producer, Young & Rubicam: Lauriana Zuluaga
Published: June 2018
Synopsis:
We had our target interact with customized messages printed on moving boxes as an innovative media, and make them experience how easy it would be to walk into their new homes with a new pet (as it is to walk into the door of a new home with a moving box). We crossed existing data from different sources, to find the right pet, for people moving to a new home within New York City. We partnered with moving companies to feature the selected shelter pets on the outside of the people’s moving boxes. We customized these moving boxes with the imagery of the animals that would be ideal for their house, neighborhood, family, etc and stuck labels with the new home addresses on the pet’s collar, as if it was the typical pet identification tag. Our message was simple: Your new home, can be their new home.