ASPCA  |  ASPCA ASAP!
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Challenge:  The NYC branch of the ASPCA has an annual cat adoption drive. Every year, kittens move quickly... but older cats have a hard time finding a good "match".  The ASPCA needed to sell the personality of older cats, move the merchandise - quick, and do it on an extremely tight budget.

Solution:  ASPCA ASAP! Your perfect match was at the ASPCA right now, but if you don't act fast, they could get adopted by someone other than you. To accomplish this, we turned the ASPCA's Instagram channel into a speed dating site. Every post was for a specific cat available for adoption. In addition, we launched a guerrilla campaign in local neighborhoods.

20 illustrations with 5 color options for each, and 30 headlines with unique charactor discriptor copy blocks meant every cat received a USP.

A generous amount of free fractional media in TimeOut New York, New York Magazine, The Village Voice and The Daily News helped the push.

Adoption Prospects showed up at the ASPCA already knowing the specific cats they wanted to meet.