Meet the Pets Who Rule the Internet
Client
PAL
Agency
ABR
Services
Art Direction
Ideation
Design
Recognition
Typewolf Site of the Day
Introducing:The Committee of Pets
Non-profit campaign, Pets Add Life (PAL), was established to raise awareness of the benefits of having a pet. They’ve been creating hilarious, viral social one-offs for years. While successful, they were struggling to effectively connect this fun and popular brand back to their greater purpose of guiding people to get a pet. Our goal was to create greater consistency and purpose for PAL, focusing on a longer-term game, rather than just racking up views.
Who better to convince people they need pets in their lives than the pets who rule the internet? The team of marketing executives have allegedly been making pets the stars of the internet since it’s inception: hence the retro feel. We combined influences from Wes Anderson and Mad Men to achieve this 60’s marketing executive aesthetic.
About the Committee
The Committee acts as the center of the PAL universe. They get together on a regular basis to discuss ways of infiltrating the human psyche through their upcoming initiatives. This approach has granted us the permission to do crazy, original content that not only ties back to the mission of getting a pet, but actually provides people with ways to do so.
Results
For the first campaign run, over time we received:
– Over a million Committee-based video views;
– An increase in site visitors of 40%, and;
– A massive reduction in site bounce rate (almost halved)
