Clever Charity Campaign Reminds Pets of the Importance of Talking to Their Owners

Best Friends Animal Society, a leading national animal welfare organisation dedicated to ending the killing of dogs and cats in America’s shelters, has collaborated with longtime creative agency partner TBWA\Chiat\Day LA in its new spot titled 'Pet-to-Pet' launching today across digital platforms. 

The video features a barking dog adopted from Best Friends communicating the need for help to furry viewers. 'Human subtitles' are added to the spot so that humans can understand what their pet is being asked to do. The film is breaking the mould of common, emotional animal donation spots.

“With Covid-19 sweeping the nation, we wanted to take a different approach to drive donations, especially in the hardest moment to do so,” says Bruno Acanfora and Ariel Abramovici, creative directors at TBWA\Chiat\Day LA. “Instead of asking people for support, we asked their pets. We feature a dog 'talking' to other dogs and cats at home - it's what the agency calls a 'Pet-to-Pet' ad. We hope this film brings joy to pet lovers and drives donations to an incredible cause.”

Originally stemming from the passion of TBWA\ chairman Emeritus, Lee Clow, Chiat\Day LA has a long history providing pro bono work for Best Friends. In 2012, the agency designed Best Friends’ 'No-Kill Los Angeles' initiative campaign. Next, TBWA\Chiat\Day reimagined the organisation’s call to action from 'No More Homeless Pets' to 'Save Them All'.

Best Friends currently partners with a network of more than 3,000 shelters, rescues, and animal welfare organisations across the country. While Covid-19 initially drove a surge in fosters and adoptions, increasing intake at animal shelters as the pandemic continues is driving the need for donations to help homeless pets.

"We are so grateful to the talented team at TBWA\Chiat\Day LA for creating such an inspiring campaign to help us with our goal to make America no-kill by 2025," said Greta Palmer, chief brand and communications officer for Best Friends Animal Society. "By engaging the public in such a creative, endearing way, at a time when pets are providing so much comfort to their families, we hope to see even more animal lovers supporting the no-kill movement. Together, we will save them all."  

Pet lovers everywhere can donate by visiting the website.