The Ad Council has awarded J. Walter Thompson Worldwide with the Goblet for Good, the top prize for the Ad Council's annual March ADness competition. The agency won for a new PSA for The Shelter Pet Project.
Mirroring the NCAA's March Madness, creatives from Ad Council campaigns challenged each other in the first round and then voting was open to the public on the Ad Council's blog, AdLibbing.org. The competition recognizes agency talent who create outstanding content for Ad Council campaigns. This year's competition highlighted agencies including BBDO, Goodby Silverstein & Partners, and kbs+, among others.
Upwards of 10,000 votes were collected in the final round. The winning video features celebrity pets Keyboard Cat, Hamilton Pug, and Toast Meets World, who were all adopted from shelters and rescue groups. The creative shares the message, "Amazing stories start in shelters. Start a story. Adopt."
The campaign is the latest round of work from The Shelter Pet Project, a collaborative effort between Maddie's Fund, The Humane Society of the United States and the Ad Council. Launched in 2009, the Shelter Pet Project is the first national PSA campaign created to bring together animal welfare organizations and shelters across the country for one unified goal: to increase pet adoption.
JWT has been the agency of record for The Shelter Pet Project since 2015. The Start A Story Adopt creative features famous pet stars and through the hashtag #StartAStoryAdopt, the campaign asks people across the country to share stories of how their shelter pet changed their life for the better and created awareness around this issue.