Sweeney has been working with the Cleveland Animal Protective League since 2011 – an independent nonprofit humane society and member of the ASPCA. Each year we develop an advertising campaign designed to increase pet adoptions, volunteers and donations. During one DOGgone fun focus group, the Sweeney team discovered a mighty important insight about pet owners. They all had an overwhelming feeling telling them the animal they would eventually take home was “the one.” That this animal would bring them companionship, love and comfort, and would be the perfect fit for their lifestyle and personality.
So, we thought – what better way to showcase that feeling of finally finding your soulmate than through a Match.com parody? The award-winning TV spots aired in the Cleveland market and were clever, endearing and effective all at the same time. The campaign was additionally supported by billboards around downtown Cleveland, as well as a long-form digital video.