PET IS NOT A GIFT

Viktor Shkurba – Creative Director, [isdgroup] Serhii Pronkin – Team Lead, [isdgroup] Daryna Vashchuk – Account Manager, [isdgroup] Oksana Gonchar – Creative Group Head, [isdgroup] Oleksandra Dyvnych – Creative Copywriter, [isdgroup] Ulyana Koinichenko – Creative Copywriter, [isdgroup] Yulia Ivakina – Creative Copywriter, [isdgroup] Ira Lipavska – Art Director, [isdgroup] Agatha Yegoshina – Junior Art Director, [isdgroup] Michael Traverse – Head of Strategy, Reiseplan [isdgroup] Lera Troshchylo – Senior Strategist, Reiseplan [isdgroup] Oksana Chumak – Creative Strategist, [isdgroup] Oksana Solonska – Communications Manager, [isdgroup] Roberts Kulenko – Animation Director, Panic Studio  Gints Gutmanis – Art Director, Panic Studio  Helena Zakare-Semjonova – Executive producer, Panic Studio  Elina Alaine – Executive producer, Panic Studio  Laura Zavodska – Executive producer, Panic Studio  Rita Steimane – Executive producer, Panic Studio  Arturs Bunts – Storyboard artist, Panic Studio   Gosia Janiec – Illustrations, Panic Studio  Matiss Zvaigzne – Graphic designer, Panic Studio  Francois Schonken – Cel Animation Lead, Panic Studio  Milena Tipaldo – Rough Keys & Tiedowns, Panic Studio  Kyrylo Novikov – Rough Keys & Tiedowns, Panic Studio  Anastasia Titarenko – Rough Keys & Tiedowns, Panic Studio  David Stumpf – Clean Up & Color, Panic Studio  Ke Ren – Clean Up & Color, Panic Studio  Maxim Kotlyar – Clean Up & Color, Panic Studio  Vladimirs Karsecjans – 2D animation & compositing, Panic Studio  Arturs Liepins – Music & Sound Design, Panic Studio   Anna Kulishenko – Executive Producer, Electric Sheep Film Denys Khrenov – Sound Engineer, Baker Street Sound 

Over 600 million animals worldwide are stray, reports World Animal Protection. Animal shelters face difficulties tackling this problem, especially after the holidays when they experience a significant influx of abandoned pets that have been gifted before. If not in shelters, pets may end up on the streets. This issue is also crucial for Ukraine, as up to 84% of all stray animals were abandoned by their owners.  While all Christmas campaigns announced a time for desired gifts, we declared a pet is not a gift no matter the holiday. In our animated campaign, we destroy the myth of the classic Christmas happy ending, where an animal becomes a happy family member. Unexpectedly, the story turns into a dark & cold puppy’s nightmare – and mostly, that is the real-life ending for gifted pets. Gifts do not feel fear, loneliness, and abandonment, but gifted animals do. By telling the story of one puppy, we showed what millions of abandoned animals worldwide feel, including more than 1 million animals in Ukraine.