Every July 1st in Québec, thousands of residents pack up and move out of their apartments. It’s called “Moving Day,,” and it’s the busiest day of the year for tenants to move within the province and it can make a large city like Montreal chaotic. Even worse is the fact that every year, more than 1,600 pets are left behind by their moving owners.
This year a Canadian home improvement store, Home Hardware, decided to do something about it. They partnered with the Society for the Prevention of Cruelty to Animals (SPCA) to produce these unique moving boxes in the shapes of common household pets. The message is simple: if you move, don’t leave your pet behind.
Created by john st., the light-hearted initiative is designed to bring awareness to this serious issue and raise money for the SPCA to help with the boost in abandoned pets.
“We’re hoping that this small activation will help keep this issue top of mind for Quebecers moving this year,” says Mario Durocher, Director of Quebec Retail Operations at Home Hardware.
Real animal boxes will collect donations near checkout in participating Home Hardware locations in the Montreal area in the weeks leading up to moving day.
See also the commercial: Home Hardware - Pack up your pets - (2017) .30 (Canada)
Campaign Title: Pet Packaging
Client: Home Hardware
Agency: john st.
Executive Creative Directors: Stephen Jurisic, Angus Tucker
Creative Directors: Mark Scott, Cedric Audet
Art Director: Sebastien Lafaye
Design Director: Mooren Bofill
Associate Design Director: Jacqueline Lane
Designer: Carol Hung
Producers: Anne-Christel Rajoelina, Andrew LaGrave
Account Team Lead: Nick Pigott
Account Director: Bianca Myers
Account Supervisor: Stuart Milligan
Production Artist: Valerie Bertrand
Production: Consulat, Montreal
Director and DOP: Simon Duhamel
Assistant director: Marc-Antoine Dubois
Papercraft: Pascal Brousseau
Post-production: Pascal Brousseau
Production: Eliane Sauvé, Consulat
Sound design & mix: Studios Apollo, Vincent Dufour, Pierre-Hugues Rondeau