The Ad Council’s Shelter Pet Adoption initiative with the Humane Society of the United States and Maddie’s Fund took inspiration from dating apps and the swipe-right culture to pair dogs and cats with potential parents.
The interactive “Modern Love” activation (timed to Valentine’s Day) via the Lightbox OOH Video Network, featured 7-foot screens with motion-sensor technology available at two U.S. malls--in Christiana, DE and Los Angeles.
These screens showcased images of dogs and cats that are up for adoption at a shelter within a few miles of the two OOH placements. Viewers were then able to swipe “right” or “left” to decide whether they wanted to learn more about the shelter pet.
They were then asked to take a snapshot of a QR code to learn more about a preferred pet. Non-interactive screens at these malls directed audiences to the main screens so they could participate in this experience.
The creative and messaging for this OOH campaign was developed by Wunderman Thompson, the AOR for the broader and on-going “Adopt Pure Love” campaign which also includes PSAs, digital and social elements.