Elliott Graham
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Petsmart Adopt-Off

PetSmart's last adoption weekend sent 8,135 cats and 1,621 dogs to new homes. That's great, but we want more. How? Certainly not with Sarah Mclachlan. Instead, we asked a simple question. Cats, or dogs?

FUTURE LIONS FINALIST

    Propaganda style posters appear in-store, at malls, and around outdoor areas alerting people to the campaign and encouraging animal lovers to pick a side.

 

Propaganda style posters appear in-store, at malls, and around outdoor areas alerting people to the campaign and encouraging animal lovers to pick a side.

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    Passerby can use their phones to Shazaam the dog or cat icons to choose a side. Joining a team earns members a redeemable coupons at PetSmart stores.

 

Passerby can use their phones to Shazaam the dog or cat icons to choose a side. Joining a team earns members a redeemable coupons at PetSmart stores.

    On the Adopt-Off website, users will be able to view and share tweets, create their own propaganda poster, and upload a photo of their own pet to face off in a cuteness competition against an animal from the other team.

 

On the Adopt-Off website, users will be able to view and share tweets, create their own propaganda poster, and upload a photo of their own pet to face off in a cuteness competition against an animal from the other team.

    Come Adopt-Off weekend, the website will morph to feature a countdown tracking the number of pets adopted nationwide, with the winning side receiving 40% off supplies for either cats or dogs the following week.

 

Come Adopt-Off weekend, the website will morph to feature a countdown tracking the number of pets adopted nationwide, with the winning side receiving 40% off supplies for either cats or dogs the following week.

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