The Best Work You May Never See: TBWA\Chiat\Day LA Communicates "Pet-to-Pet" For Best Friends Animal Society

By

Robert Goldrich
Tuesday, Aug. 4, 2020

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Best Friends Animal Society, a national animal welfare organization dedicated to ending the killing of dogs and cats in America’s shelters, has collaborated with longtime creative agency partner TBWA\Chiat\Day LA in its new spot titled “Pet-to-Pet” launching across digital platforms.  

The video features a barking dog adopted from Best Friends communicating the need for help to furry viewers. “Human subtitles” are added to the spot so that people can understand what their pet is being asked to do. The film is breaking the mold of common, emotional animal donation spots. 

A joint statement by Bruno Acanfora and Ariel Abramovici, creative directors at TBWA\Chiat\Day LA, read, “With COVID-19 sweeping the nation, we wanted to take a different approach to drive donations, especially in the hardest moment to do so. Instead of asking people for support, we asked their pets. We feature a dog “talking” to other dogs and cats at home--it’s what the agency calls a “Pet-to-Pet” ad. We hope this film brings joy to pet lovers and drives donations to an incredible cause.” 

Originally stemming from the passion of TBWA\ chairman emeritus, Lee Clow, Chiat\Day LA has a long history providing pro bono work for Best Friends. In 2012, the agency designed Best Friends’ No-Kill Los Angeles initiative campaign. Next, TBWA\Chiat\Day reimagined the organization’s call to action from “No More Homeless Pets” to “Save Them All.”  

Best Friends currently partners with a network of more than 3,000 shelters, rescues, and animal welfare organizations across the country. While COVID-19 initially drove a surge in fosters and adoptions, increasing intake at animal shelters as the pandemic continues is driving the need for donations to help homeless pets.  

“We are so grateful to the talented team at TBWA\Chiat\Day LA for creating such an inspiring campaign to help us with our goal to make America no-kill by 2025,” said Greta Palmer, chief brand and communications officer for Best Friends Animal Society.  “By engaging the public in such a creative, endearing way, at a time when pets are providing so much comfort to their families, we hope to see even more animal lovers supporting the no-kill movement. Together, we will save them all.”  

Credits

Client Best Friends Animal Shelter Amber Ayers, creative director Agency TBWA\Chiat\Day Los Angeles Renato Fernandez, chief creative officer; Ariel Abramovici, creative director/copywriter; Bruno Acanfora, creative director/art director; Bruno Regalo, head of art; Ty Harris, associate content strategist; Diana Crews, director of project management; Anh-Thu Le, director of content production; Renato Jabuka, film director; Joshua Levion, Brandon Loftin, associate producers; Jesse Glenn, production coordinator; Cecilia Albertini, assistant editor. Art/Photography Marcell Hernandes, Flame artist. Music, Mixing & Mastering SOUTH Music & Sound

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