Responses by Jarrod Glick, senior art director, OUTFRONT Studios
Background: COVID has really limited our interaction with each other, but not pets. We can still hug, love, squeeze—but not too tight—and share those special moments with our pets. Not to mention, these lovable friends want to share those same exact feelings with us too! Orange County Animal Services (OCAS) trusted us to create a campaign that spoke to the heart of what we all need right now—a way to perpetuate love, happiness, laughter and straight-up joy. This OOH campaign does that by showing exactly how adopting the right pet can fill the void and perpetuate the best parts of life.
Reasoning: Memes. We just thought about cat memes. We’re kidding, but that’s really the beauty about the out of home medium. It has to be simple, visual, and emotional in a matter of seconds. Lucky for us, the right picture of a cute dog or cat instantly carries an emotional message to anyone with a beating heart. Then, we thought about our interactions with our pets: their special way of nudging up against us, shoving their nose or pawing at us to get our attention, and literally inserting themselves at the right time and always cheering us up. The campaign was about showcasing a pet’s ability to insert themselves in our lives in a way that perpetuates all the emotions we desperately want to feel right now.
Challenges: Simplify, simplify, simplify. How do we convey all of the things mentioned above in just two words and an image?
Favorite details: The level of craft and heart that went into this job for a client that is a local charity. We are always at our best when the passion for what we do is surpassed by the passion of our client—regardless of who they are, what they do or how it may benefit us directly.
Visual influences: Cat memes, seriously.
Time constraints: As with any creative deadline, a deadline sets the last day of procrastination and forces collaboration. The open, throw any dumb idea against the wall, no idea is dumb, “that's cool, but what about this” kind of collaboration via our chat group pushed us passed all the “good solutions” until we landed with what think is the perfect solution.
Specific demands: We needed to find these pets at OCAS a home. There’s pressure knowing that the lives of these pets could drastically change depending on the effort we put in and our ability to create something that resonates emotionally.
Anything new: The team that worked on this—from creative, to the AE, to management, to the client—are all beautiful people with incredible hearts. And the fact that this local pet adoption group is getting national attention means more people will consider perpetuating their own joy by changing the lives of these pets.