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Melinda Ward, art director
Avital Pinchevsky, writer
Bill Bruce/David Lubars, chief creative officers
Cecilia Marshall, producer
BBDO New York, ad agency
Brooklyn Animal Resource Coalition, client
Problem: Not enough traffic and adoptions at BARC Shelter. Solution: Targeting active, outdoorsy people in their natural habitat in a way that makes them want a dog, then actually adopt. Function: Stick-tags, Frisbees and tennis balls were scattered all over the local park over two weekends with the message: Need a dog to go with this stick/Frisbee/ball? as well as the shelter's information. The park-goers interacted, played with and took home the leave-behinds.
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