This is not Breakfast - This is not a Gift

Yaroslav Vedmid - Strategist Valeria Khvyl - Project Manager Mariia Kupriyan - Graphic Designer Dariia Tarasevych - Creative Copywriter Anna Seniuk - Creative Director Iryna Pavlova - Art Director

BACKGROUND Ukraine is among the top ten countries in the world with the highest number of homeless animals.    According to research, 84% end up on the streets because their owners abandon them. A significant increase in animal abandonment is observed especially after holiday seasons. The practice of gifting animals during holidays, particularly to children, unfortunately still remains very common. Christmas, the best holiday for people, is the saddest time for animals.   Club4Paws, a socially responsible pet food manufacturer, is working to encourage pet owners to take responsibility for their pets as members of the family. IDEA Rather than producing emotional videos or lengthy explanations, we opted for simple and clear comparisons.   Just as T-shirts are not meant to be used as tissues, animals are not meant to be given as presents.   Club 4 Paws initiated the campaign "A Pet is not a Gift!" EXECUTION Right before the Christmas holiday season began, we showcased our message on billboards and city lights in major cities across Ukraine. The campaign featured four distinct comparisons: "A T-shirt is not a napkin," "A rake is not a fork," "A mobile phone is not an apple," and "A coffee is not a breakfast." These colorful posters were executed with simplicity yet carried a profound message, aimed at catching the eye of passersby. RESULTS The campaign results were remarkable: photos taken and shared by passersby, reposts of the content, and mentions in stories indicated a significant resonance. Users actively discussed the topic in the comments, agreeing with the campaign's main message.  The overall reach through out-of-home advertising reached a total of 2,433,000 views.