Pet-ition

Cause-Related Advertising - Single

2025

Publicis, Toronto, ON
w: publicis.ca

Chief Creative Officer: Vinicius Dalvi Head of Art: Victor Yves EVP, Managing Director: Bobby Malhotra, Serene Gaspar Chief Strategy Officer: Mary Chambers Creative Director: Sandra Baumander, Andre Bittar Associate Creative Director: Peter Sreckovic, Devon Clarke Account Supervisor: Rachel Dickey VP Broadcast Production: Pam Portsmouth Producer: Haley Piett Print Producer: Lisa Reid Content Creator: Gabriel Bortolotto Group Strategy Director: Michael Ash PR lead: Sophie Prefol Director: Reid Marshall Director of Photography: Cameron Marshall Photographer: Alex Chan Executive Producer: Terry Theofilactidis Post-Production: Rebecca Burtnik, Madelyn Jones, Emily Skeffington Editor: Ingrid Theiner, Jordyn Stern, Issac Winter, Scott Edwards Motion Graphics Artist: Livia Apra, Naghmeh Jafari Firouzabadi Director of Growth Operations: Pamela Albino Web Agency: Nurun Director of Experience Design: David Han Associate Technology Director: Quang Lai Frontend Developer: William Truong Full Stack Developer: Vincent Lee Spécialiste infrastructure & Cloud solution: Maxime Masson Associate Director, Analytics & Research: Matt Johnston Manager, Insights & SEO: Anila John PR Agency: North Strategic, MSL Canada President Account Services: Nadia Beale Account Associate: Madeline Pelly Account Director: Alexis Scott Account Executive: Shraddha Jaiswal Founder and Executive Director: Denise Angus Client: Mattie's Place

Winning Entry: vimeo.com/1137705122/1e93139093?share=copy&fl=sv&fe=ci

In an attempt to change Canada's failing animal welfare laws, pet rescue Mattie's Place created the Pet-ition: The first petition signed by pets. The campaign exploited a legal loophole in petition law, which does not specify that you must be human to sign and only requires a name, address, and unique signature. What began in parks, pet stores, and dog events across Canada, extended to Canada's Federal Parliament as 1000s of paw print signatures were presented to overwhelming support.