HUMANE WORLD FOR ANIMALS
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The Audience Opportunity
The Humane Society of the US and Humane Society International were facing mass brand confusion. Their aging donor base was shrinking, awareness was slipping, and they were struggling to connect with younger generations.
With a bold new logo and visual identity, they needed an equally bold campaign to launch it, reaching new audiences.
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The Idea
To introduce Humane World for Animals to a new generation, we partnered with Sia and Christian Siriano to create a joyful cultural moment that challenged expectations of animal advocacy.
We created a stop-motion film centered around the five animals in the logo and partnered with Grammy-nominated artist Sia to reimagine Peter Gabriel’s “Solsbury Hill,” a song about breaking free and embracing a brighter future.
We transformed the animal silhouettes into a striking “animal print” and worked with renowned designer Christian Siriano to create a custom gown in the print. Sia performed our version of “Solsbury Hill” on Jimmy Kimmel Live.
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The Result
2.2B earned impressions in 2 weeks
Gold, (2) Silver, and Bronze — The Clio Awards
Winner, Awareness campaign —The Shorty Awards
Gold, Cause —The Shorty Awards
Bronze, Non-profit —The Shorty Awards
Bronze, Non-profit partnership —The Shorty Awards
