SEATTLE HUMANE

PROJECT ROLE

Theme Development
Design Direction

DELIVERABLES

Campaign Theme
Campaign Identity
Media Plan
Collateral/Swag
Website
Ads -Traditional/Display/Outdoor
Campaign Guidelines

Animal People Can

Working with Kevin Patnik as creative director and brand strategist we partnered to develop themes and execute on a fundraising campaign for Seattle Humane. In our discovery we found that Seattle Humane knows that animal people are different. They also see a world where animal people can tackle just about anything. So they’re setting themselves apart with a campaign that taps the can-do spirit of animal people to build something incredible and raise over 20 Million for a new space. In the end it’ll mean thousands of lives saved and even more pets placed with loving, forever families. Seattle Humane knows it best: Together, we’ve got this.

Theme development

Following stakeholder interviews, competitive analysis and discovery we developed three campaign themes and presented them to Seattle Humane stakeholders. Ultimately the theme Animal People stood out and inspired every aspect of the ensuing creative campaign.

animal people concept

This concept answered the question: what does it mean to be an animal person? Infused with energy, warmth, and wit, this concept will explore the unbridled joy, boundless enthusiasm, and manic energy of both pet and pet owner—tails wagging unstoppably, motorboat purrs, sloppy kisses. We put the “can do” spirit at the core of Seattle Humane front and center, making the case that with the new facility, Seattle Humane can do even more.

Super powers concept

Our pets are always looking out for us—they’re our trusted sidekicks, defenders, and champions. This concept explored the utter devotion—“I’ve got your back”—between pet and pet owner. Seattle Humane is watching out for a whole community of pets—placing thousands of animals in forever homes, and lending a steady hand to organizations throughout the state, tirelessly on the lookout for new ways to save as many animals as they possibly can.

Feature 3

This concept keys in on the role SH plays in completing families. At the center of the concept is the family portrait in all its forms—Olan Mills photographs, children’s crayon drawings, painted portraits, carnival caricatures, or family selfies. By literally putting our pets in the picture, this concept will take a fun and lighthearted look at how our four-legged friends complete our families.

Traditional, Digital and outdoor marketing

SOCIAL PARTNERSHIPS AND ENDORSEMENTS

Campaign Website

We designed and developed a full campaign website with the goal of raising $25 Million. Armed with campaign creative, assets, media kits and a marketing plan Seattle Humane has hit the goal and has begun work on their new facilities. Animal People Can!