Ice Awards

CHALLENGE

Fundraising is always the key priority of any not-for-profit. The Nova Scotia SPCA has many channels in which they raise funds. The Thrift Stores are a newer, accessible means to raise money but the awareness of them is low. People also think they only sell stuff for pets when in reality they offer similar items as any thrift store you might shop at, so why help out some animals in the process.

OBJECTIVE

Design a billboard to generate awareness for the SPCA Thrift Stores.

OUR CONCEPT

“No, we don’t have dogs here.”

“No, you can’t trade your cat for that lamp.”

Low awareness breeds confusion, so we’ve created a simple idea for SPCA Nova Scotia Thrift Stores that clearly expresses who they are and what they do.

Using a “stuff that looks like other stuff” approach, our campaign features original illustrations of common thrift store items mirrored by animals found at your local SPCA. By using a similar silhouette for both illustrations, we visually connect thrift store items with their direct beneficiaries.

Our lyrical copy carries an optimistic tone, speaking broadly to any animal lover wanting to make a difference as a shopper or a donor.

We want to make sure this work specifically raises awareness for SPCA Nova Scotia’s thrift stores, so we’ve created a simple lockup using the pre-existing SPCA Nova Scotia logo.