The problem
The ASPCA had become synonymous with it's somber Sarah Mclaughlin commercials. The original campaign had lost its impact to the point where donations and adoptions were slowing down, but the stigma of sadness still hung heavy over their brand.
The goal
To focus on how people can help by donating and adopting. My aim was to tell the story of a young pup going through the stray-to-adopted path, and how the ASPCA and their members can help impact a dog's life. During our initial research we found that dogs with black coats and former strays often have the hardest time finding homes, so we wanted to humanize both of these doggy demographics by personifying them in our main character, Gus.
