PAST WORK
Dallas Pets Alive faces the same challenge every year: millions of dogs are euthanized in the U.S. simply because they don’t get the attention they need to be adopted. The idea was simple: we named adoptable dogs after the hottest trending topics. This way we redirected the attention trends get towards our dogs, and made trending topics, one of the most powerful social phenomenon in the world, our new direct and close way to adopt dogs. Adoption rate quadrupled (+200%.)
MY MARTHA
In 1966, Sir Paul McCartney brought home a dog that inspired the Beatles hit song "Martha My Dear." In 2016, 50 years later, we set out to give credit where credit was due. +57% adoption. +65% traffic to adoption site. +66% social media followers.
A dog’s life is short. In Texas, for many, it’s even shorter. But a longer life isn’t just more time. It means more stories, more milestones, more meaning. Dallas Pets Alive believes every dog deserves that chance. Because even in dog years, a longer life is a richer one.
LONG LIFE
ADOPTABLE TRENDS
Every parent believes that a kid that grows up well fed has more chances of success in life. While many Hispanic moms were aware of Goya products, they didn't think of them for their nutritional value. We highlighted Goya's nutritious properties in an aspirational way, "You are not just feeding your kids, you are feeding their future."
FEED THEM FOR GREATNESS
After smoking tobacco products per day first declined, Florida’s smoking incidence plateaued. TFF needed a compelling message to target smokers aware of their habit’s health risks, but who fear the cost of losing their stress-relief. We turned this loss aversion in our favor, getting smokers to see how much continuing to smoke costs them financially. After an initial drop in incidence, we targeted remaining entrapped smokers with smoking’s emotional costs to achieve a second drop. Florida’s smoking incidence fell 19.3% over five years, outpacing national reduction rates.