Limited Edition.

The Problem

Sydney Dogs & Cats Home receives far more animals than they can accommodate. So after 14 days, many healthy animals are put to death. In a real sense, their time is limited. 

The Solution

To raise awareness, we invited 21 of Australia’s best photographers to create one-off ‘Limited Edition’ portraits of three animals each, which were then exhibited in Sydney’s biggest outdoor gallery: AdShel Superlites across Sydney. Online, the public could view the exhibition, bid for prints, adopt an animal or donate to the Home.

The Results

The campaign gained a media equivalent value of $2.3 million in PR. All 63 animals were adopted, all posters were sold, and $15,500 was raised. Best of all, ongoing adoption rates improved by 23%.

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