Petco Love: Birthday Block Party

Petco Love: Birthday Block Party

Petco Love wanted to celebrate their 25th birthday in a BIG way.

While the celebration lasted all year, the highlight was a mega adoption event at Union Square Park in NYC. We were tasked with creating eye-catching out-of-home ads that ran across the city—on taxi toppers, digital sidewalk signs, and even the Nasdaq Tower in Times Square.

Working on a tight budget, we created a flexible, celebratory system that allowed us to easily swap out messaging and imagery and adapt to a wide range of aspect ratios for different ad placements.

The event was a great success, with over 300 pets finding loving homes and the Petco Love brand showing up in a big way all over NYC.

Later in the year, we repurposed some of the event creative into pins and a tote bag, which became in-store gifts for $10 and $20 donations.