Best friends // adopt change

Best Friends Animal Society is much more than a network of shelters. The organization is the driving force is trying to make every shelter in the country no-kill – starting with Los Angeles.

But we didn’t want to make another tear-jerker sad animal campaign. Instead, we put the pets in charge – as leaders of a movement asking humans to adopt more than just them, and instead to adopt change.

We launched a print and OOH campaign that posed the animals as leaders of a movement, and let their personalities shine. We plastered our pet propaganda all over the city, all featuring real, adoptable pets shot at the local shelters.

And our furry revolutionaries took to the stage in movie theaters and tv screens with donated media nationwide.