Billboards and posters that get people to adopt from Minneapolis Animal Care and Control.
- Client
- MACC Pack — nonprofit partner of Minneapolis Animal Care & Control
- Role
- Concept, campaign design, billboard & poster art direction
- Deliverables
- Billboard conceptsMultiple billboard formatsPoster seriesPhoto art directionType & color systemQR donation call-to-action
The challenge
A billboard gets about three seconds of attention from a moving car, and shelter animals compete with breeders and pet stores for that glance. The campaign needed one warm, immediate idea that worked at highway scale and still held up as an 11x17 poster on a coffee-shop wall.
Approach
I led with the animals themselves — real residents of MACC, photographed at eye level, cropped big enough to make eye contact from the road. The message stays to a single friendly line, 'Meet your new best friend!', with the adoption source and maccpack.org as the only supporting copy. The poster series shifts the job from awareness to support: same photography voice and type system, but a bold blue field, the 'Your Support Saves Lives' headline, and a QR code so people can join the pack on the spot.
Outcome
MACC Pack got a complete, ready-to-run awareness kit — multiple billboard formats and a flexible poster series — all pointing traffic to maccpack.org and to adoptable animals at Minneapolis Animal Care and Control.
Selected pieces
Click the front card to view the full image