Pixie Project animal rescue campaign.

The Pixie Project is a not-for-profit centre offering rescued animals for adoption, plus foster care & pet supplies.

I worked pro-bono to help raise funds for their animal rescue campaign. Animal shelter ads have a pretty standard format: Show sad shelter animals (usually in black & white) and ask people to get out their checkbooks. I didn’t feel like this was fair to shelter pets, who can be every bit as happy, cuddly and loveable as ones from the breeder. So I launched a campaign focused on optimism, shifting away from sadness and towards the love that furry soulmates bring to people’s lives.

Agency: RADbranding