WE NOW PRONOUNCE YOU A PETPERANT

Valeria Khvyl - Account Manager Anna Seniuk - Creative Director Dariia Tarasevych - Creative Copywriter Polina Pyvovarchuk - Social Media Manager Maryna Vlasiuk - Social Media Manager Tetiana Kozyar - PR Manager Iryna Pavlova - Art Director Kolya Sorokin - Graphic Designer Ilya Rieznikov - Videographer

BACKGROUND There are over 140 thousand homeless cats and dogs in Ukraine.  One of the concerning issues is people abandoning their pets and sending them to shelters. To address this, the socially responsible pet food brand Club4Paws emphasizes the importance of considering pets as valued family members, not just animals. IDEA To commemorate important life events people often hold special ceremonies or gatherings. Weddings mark the celebration of love, baby showers rejoice in new life, and graduations honor educational accomplishments. Similarly, adopting a pet is a significant life changing event, deserving of celebration. Introducing a new ceremony, we've created a consecration to pet parents.  This fun semi-official ritual allows individuals to participate with their pets, exchanging vows to always love, walk, feed and take care of one another. EXECUTION We've collaborated with Kyiv's most popular pet-friendly event, the Kurazh festival, to use their venue for hosting the pet parent ceremonies. Famous Ukrainian comedian-blogger Danil Povar was selected as the presenter for his ability to resonate with the emotions and vibe of the Club4Paws brand. His involvement sparked heightened interest among all attendees and other celebrities alike. Especially for the ceremonies, we designed a vibrant brand zone within Kurazh festival, featuring an arch decorated in our company colours, an almost official red carpet, and dazzling spotlights.  The presenter recited the oath, as the finale, pet parents signed certificates, accompanied by their pets leaving their paw prints. Newly formed families received branded gifts. Our eye-catching zone attracted all festival attendees, including many celebrities; even those without pets received questionnaires containing information about homeless animals in search of a family. RESULTS During these ceremonies we certified the relationship of 221 pet families. Engaged with over 2 mln people offline at the event and on social media. This initiative helped us to deliver an important message, that having a pet is not only a great joy, but also a big commitment. Club4Paws has successfully enhanced its brand perception, showcasing its social responsibility and highlighting the role of pets in modern families.