SF SPCA Kitten Campaign

Flipping a problem into something adobarble

When the heat rises, San Francisco cats get busy. Nobody knows this better than the San Francisco SPCA where twice a year they receive a huge influx of kittens into their shelters. G2 was tasked with creating an awareness campaign that would drive kitten adoptions during these times, referred to as "kitten season." We decided to have fun with the serious problem of feline overpopulation, turning it into a joyous occasion celebrating the birth of these adorable fur balls — and in essence, using babies to sell kittens. Irresistible!


Creative Direction / Concept / Advertising

Ads ran in local newspapers and magazines as well as out-of-home. An interactive bus shelter unit invited people to stand in front and take a pic of themselves "holding" kittens.

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