Humane Canada faced record high rates of surrendered pets across the country, but crisis messaging wasn’t cutting through. It wasn’t that Canadians (especially younger generations) didn’t care, it’s that the message wasn’t reaching them the right way. So we newsjacked pop culture. When Sabrina Carpenter’s Man’s Best Friend album cover sparked widespread pre‑launch controversy, we borrowed cultural momentum. By reimagining the cover with adoptable dogs, we turned existing conversation into urgent action. Timed to the album launch and amplified by fans and Carpenter herself, the campaign took off, generating 164M impressions and driving a 58% increase in pet adoptions.
Sabrina Carpenter shared the campaign with her 48M followers few days after the launch.
CREDITS
Sid Lee
Executive Creative Director: David Allard
Creative Director: Alexis Caron-Côté
Creative Director: Félix-Antoine Brunet
Art Director : Félix-Antoine Brunet
Copywriter : Alexis Caron-Côté
Art Director / Designer: Michaël Bonnette
Content Manager: Amélie Duplessis-Tellier
VP, Account Services: Thalie Poulin
Account Executive: Gabrielle Crépeau-Hubert
Strategy Director: Chloe Hutchison
Producer: Alexandra Michaud
Account Director, PR & Influencer Marketing: Laetitia Harty
Production : Shoot Studio
Photographer: Gabrielle Lacasse
Producer: Virginie Houde-Briand
Retoucher: Jorge Galeano
Media : Panoply
VP Media: Nicholas Landry
Strategist: Aliya Varma
Strategist: Bianca Di Loreto
Executive Creative Director: David Allard
Creative Director: Alexis Caron-Côté
Creative Director: Félix-Antoine Brunet
Art Director : Félix-Antoine Brunet
Copywriter : Alexis Caron-Côté
Art Director / Designer: Michaël Bonnette
Content Manager: Amélie Duplessis-Tellier
VP, Account Services: Thalie Poulin
Account Executive: Gabrielle Crépeau-Hubert
Strategy Director: Chloe Hutchison
Producer: Alexandra Michaud
Account Director, PR & Influencer Marketing: Laetitia Harty
Production : Shoot Studio
Photographer: Gabrielle Lacasse
Producer: Virginie Houde-Briand
Retoucher: Jorge Galeano
Media : Panoply
VP Media: Nicholas Landry
Strategist: Aliya Varma
Strategist: Bianca Di Loreto
