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DRAFTFCB
Invisible Creature

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Project 1
DRAFTFB SHELTER PROJECT

Project Background

The humane society is the largest and most well known organization that promotes animal rights. One of their missions is to save domesticated animals that have gone astray all over the country. In the United States 67% of people say that they would adopt a pet. However, only 29% actually do. The Humane Society constantly makes attempts to raise awareness and actively involve U.S. citizens on the subject of animal rights. 3 million pets are euthanized each year. 17 million Americans will acquire a new pet in the next year. 8 million pets enter shelters each year and the number only grows. The Humane society has teamed up with Maddie’s Fund, another advocate for animal rights, and DRAFTFCB for a project that will help with the adoption process.

Project Goal
The prestigious design company DRAFTFCB volunteered there services for the nonprofit organizations The Humane Societ and Maddie’s Fund to launch a project that would raise awareness about adopting pets in the United States. The project would consist of several PSAs and a website. Combining these elements would not only inspire Americans to adopt more, but also utilize the internet to make adopting a pet quick and easy.
– eradicate some misconceptions behind adopting a pet
– make adoption the first choice when acquiring a new pet
– “It’s not a pet problem it’s a people problem”

Execution
The actual completion of the project involved 15 different designers from DRAFTFCB working together to create an experience that hopeful pet owners will never forget.
The PSAs are cute heart wrenching stories that relieve some of misconceptions of why certain pets are without a home. Whether it’s because an owner moved, got divorced, couldn’t afford it, or was careless the PSAs prove the rarity of the pets’ personal involvement.

Animations drawn “kiddy” help instill a lasting connection between the viewer and our opinion of animals.

The website reinforces the adorable personality of animals. Forcing us to create a relationship with characters that guide us through the website; a very effective method of creating empathy. It also provides a simple and fast solution to finding a pet catered to an individuals wants and needs.

Success
This was an amazing accomplishment by the designers at DRAFTFCB. They were able to build incredibly engaging designs, which has led to an increase in the number of adoptions in the U.S. In the first three months of their campaign they had
-13 million social media impressions
-drove 30,000 people to search for a new pet via a shelter
-had an incredible response thanks to word of mouth

Of the visitors to the website 30% of bloggers repeated posts, and 67% of site visitors came from referrals. Clearly this was an excellent execution by the members of DRAFTFCB

Pro Bono

I have chosen to write my case study on a pet shelter from the company DRAFTFCB. They’re history is more than impressive with clients that include Oreo, Honda, Canal and iphone, Taco Bell, and many others. I am extremely excited to get in touch with such a well established company.

Their project was for pet shelter. The website is extremely interactive and forces you to connect with animals on a personal level, which is extremely effective. A talking dog? Through flash? That is so awesome….. Im sure I will learn a lot from this company and how they execute a design problem.

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