Animates, Insiders and Hearts & Science has launched a new initiative, giving animal lovers, pet parents, and pets themselves the chance to sign a petition to ban the public sale of fireworks.
The Pawprint Petition is an initiative designed to start conversations, get people signing and ultimately ban the public sale of fireworks. An interactive web app not only gives pet parents a chance to sign, but also the chance for pets to sign too using a pawprint.
Pet parents can upload or capture a photo in-app of their cat and dog’s paw, and AI then transforms it into a personalised pawprint graphic – which becomes their pet’s digital signature.
Sarah Sleeman, Senior Marketing Manager, Animates says, “What we love most about this idea is the fact that we’re giving pets a voice on a subject that directly affects them. We’re really hoping New Zealand gets in behind The Pawprint Petition, we can get this law changed, and return a bit of happy to pets every November.”
Animates’ purpose is to make the world a happier place through the love of pets. And together with creative agency Insiders, they’ve been delivering this consistently through the brand platform ‘We make happy, happen’.
Nathalie Moolenschot, GM Marketing Animates says, “Over a wine a few months back we challenged the Insiders team to step outside of our planned brand and retail activity and come back with ideas to deliver ‘happy’ in a big, tangible way that would get New Zealand talking, and make a real difference to pets. What they came back with, got us seriously excited.”
Says Craig Whitehead, Chief Creative Partner, Insiders, “We’re all pet parents at Insiders, so our starting point for this dream brief was to draw on all our own experiences that were preventing our pets from being happy, and one stood out above the rest – one that affected all of our pets negatively in different ways.
“Guy Fawkes…
“When you think about it, it’s a pretty stupid thing to celebrate – a terrorist trying to blow up parliament? And 419 years on, he’s still terrorising. Terrorising hundred of thousands of pets every year. This was the perfect opportunity for Animates to live and breathe their purpose in a big way.”
The campaign rolls out in the coming weeks across Digital, Social and Direct, PR, Influencers, Media Partnerships, TV, Radio, OOH and Press.