Orange County Animal Services had an influx of pets and an idea: maybe a few of the many billboards in the Orlando area could be used to let potential pet parents know that they had animals available. Instead of the standard "logo of a shelter, a picture of an animal, and contact information," OUTFRONT Studios took it to the next level: pet personal ads. These personals would showcase an available animal as well as a a quick, memorable ad. Myself and other designers across Studios brainstormed copy on Slack, using cat memes, plays on old sayings, and Dad jokes to complement the dog or cat featured.

The client was not only happy with the billboard creative, but was excited to showcase these images across their social platforms, asking followers to vote on their favorites for engagement. The best part was the amount of animals able to find their "fur-ever" homes, with the shelter posting the billboard image with successful adoption updates.

This campaign went on to win a regional Silver Addy in Orlando, and led to a client partnership based on trust that has evolved through the years.