HUMANE WORLD FOR ANIMALS

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OPPORTUNITY

‍The Humane Society of the United States 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 70% of people unclear about their global mission.

To address this, the two organizations united under a single name: Humane World for Animals. With a bold new logo and visual identity, they needed an equally bold campaign to launch it.

IDEA

‍Instead of using heartbreaking images to inspire action, we did the opposite of what animal charities normally do.

We created a joyful 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.

IMPACT

‍2.2B earned impressions in 2 weeks

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"A World of Hope" Film

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360 Campaign Case Study

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Behind the Scenes of "A World of Hope"

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Animal Print Case Study

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