CHALLENGE

Every day, almost 10,000 shelter animals are killed in America. How can a pet food brand grow share by sparking a cultural movement that makes a difference and furthers the no-kill movement?

SOLUTION

We engaged passionate advocates/owners to share images of their rescue dogs to demonstrate the importance and meaning of a second chance. Under the motto “Long Live Pets,” we helped Nature’s Variety take a stand for the inherent worth and dignity of pets, and minted a movement empowering people to transform the lives of the most vulnerable animals.