The images below are for an advertising campaign for the Anti-Cruelty Society. We met with their designer a few months ago and learned a lot about how he operates and got to see some of the designs he's created. It was very inspiring, since Ronay and I have gotten two of our three cats from there and are both avid supporters of animal rights. This was a client I was excited to be working with.
The idea behind it was to create a new advertising campaign that focused more on getting donations, and not so much on getting people to adopt. I didn't realize that so many of the donations that they get are from people that don't even own pets. A vast majority of their donations are left after people die, which I was a little shocked to hear. I think it's great and also a little sad that someone would leave their entire estate to the Anti-Cruelty Society when they pass on. That's something I would have never thought of.
We had a brainstorming session and the idea of a pet bowl filled with coins came up, so that's the idea i ran with. Rather than try and Photoshop the whole thing, I thought it would way easier just to set it up and take the photo myself... so I set up our light tent and snapped some photos, retouched them, and slapped on a tag line.
After I had the first piece complete, it was smooth sailing. For the second one of the three, I decided I needed an actual cat in the photo. Ironically enough, I had to use the only cat we have that didn't come from the Anti-Cruelty Society (she came from a rescue), our newest addition Calista (or Cali for short). I had to use Cali because she's the only one of the three that I knew would actually sit still long enough and cooperate for a photograph. I set here in the tent, ran to the living room for a second, and came back to find her already sitting in the perfect spot so I freaked and grabbed the camera and went nuts.
The photos turned out fantastic and was exactly what I needed. A few little level tweaks and I was good to go and ready for the third and final piece. For the last one, I had the idea that I'd use a toy that the cats have. It's this crazy glove thing that you can wear that has all of these different mice attached that they go nuts for. I had Ronay put the glove on and hold a $20 in her hand. I placed a white board underneath her hand (to make editing easier) and snapped the picture. A few quick level tweaks and another tag line later and we're finished!
These, I believe, were being sent to the Anti-Cruelty Society sometime this week. Hopefully I'll hear something back from them and they like them, but if not, then it was still a fun project and I got some really nice portfolio pieces out of it. Definitely something different than some sad-bastard Sara Maclachlan ads, right?
Lastly, one of the most difficult things about this idea, if not the most difficult, was writing an appropriate tag line. Something clever, something catchy, and something coherent. After some failed ideas, I came up with this idea to use words that had more than one meaning. For the first, I chose to use the word "change." I'm playing with the different meanings, because it can mean money and can also mean making a difference. The first tag line was: "Your Change Can Make a Change". For the second, I used the word "kind," since it also has multiple meanings. The line for that one is: "Your Kindness Can Help Another Kind," because I thought it fit best with the picture of Cali. Finally for the third, I used: "Your Hand Can Lend a Helping Hand," using the photo of Ronay's hand in the glove.
There you go! Let me know what you think and thanks for reading!