 Peters is an animal rights activist who has adopted two rescue dogs, one from AC&C. She will help unveil the ads before they roll out across Manhattan later in the day, appearing on 60 vertical phone kiosks, 90 bus tails, and 55 bus shelters. The fully integrated campaign has also been incorporated onto the Web and an online community has been established. In addition, there will be emails, postcards, T-shirts and street teams.
The new campaign was conceived and designed by Unit 7, a Manhattan-based relationship marketing firm that specializes in “behavior change.” “We are thrilled to be able to apply our expertise in driving consumer behavior to such an important and emotional cause,” said Joe Cupani, Vice Chairman and Chief Creative Officer at Unit 7. “Our campaign is designed to appeal to both the head and the heart. Indeed, if successful, the animals appearing in our mug shots should be ‘most wanted.’” The dramatic black and white images for the campaign were shot by commercial/art photographer
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Meet Bernadette Peters on
Monday, August 6, at 10 a.m. in Union Square! |
Howard Berman who donated his services. A former freelance journalist, Berman has worked with many major clients and has won many prestigious awards, including the Grand Prix at Cannes. His work can be viewed online at http://www.bhivepro.com/
“I must confess – this was some of the best talent I’ve ever worked with,” said Berman, commenting on the animals who “posed” for the campaign. “I’ve always enjoyed documenting our furry and feathered friends in my work, and to know that these photographs will help Animal Care and Control help these animals in need is a very special feeling.”
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