Animal Friends

Animal Friends : Pro bono Advertising Campaign

Strategy:
News, stigmas and fear surrounding Pitt bulls led to one word, prejudice. How can we change this? This insight led us to their label. If we change their name, maybe we can change their story.

Concept Statement:
“Animal Friends will no longer help pit bulls. But we’ll always help American Shelter dogs.
We’ll remove their label so you can see them for what they are – just another breed of dog.”

Role: concepting | art direction | wire-frames | wire direction | website design