Old Dog haven
Advertising campaign
CHALLENGE:
Older dogs aren’t as active and therefore not immediately thought of as prime adoption candidates. How might we highlight elderly dog attributes to attract a new adoption audience and convince people in the greater Seattle area to adopt through Old Dog Haven.
APPROACH:
The solution turns a negative into a positive. Using an advertising campaign to highlight how the lifestyles of elderly dogs can fit seamlessly into your own through similar interests.
OVERVIEW + DEMOGRAPHICS:
Old Dog Haven provides permanent foster homes for unadoptable, abandoned, or soon to be homeless, senior dogs in western Washington, age eight and over. They give preference to the oldest dogs and those that have serious health issues. ODH pays directly for all veterinary care and medications and provides a great support system.
The target audience is professionals living in Seattle that don’t want to give up their comfortable lifestyle to take care of a needy young pet.
TIMELINE: 3 Weeks
ROLES + SKILLS: Art Direction, Page Layout, Illustration, Motion
TOOLS: Illustrator, Fresco, Photoshop, After Effects
COLLABORATOR: Danika Servin
5 Stages of the Process
Stage 1: Exploring 3 hook ideas
Stage 2: Leaning into hobbies
Stage 3: Exploring hobbies that are more relaxed
Stage 4: Refining the tagline and using color to draw attention
Stage 5: Finalize color
Social Media application
Transit ad application
