SantaPaws.com is launching a Christmas campaign to promote shelter dog adoptions. The campaign aims to show that Christmas is a difficult time for shelter dogs and encourage people to adopt dogs as special, non-material gifts. The website allows people to browse profiles of shelter dogs and adopt them. The campaign targets those looking for meaningful gifts and wants them to give shelter dogs forever homes this Christmas.

1. Creative Brief
Client: SantaPaws.com
Project: Launching a Christmas themed campaign for SantaPaws.com
Prepared by: Emma Carlen carlen@usc.edu
Linda Ga Yoo gayoo@usc.edu
Waiyan Chan waiyanc@usc.edu
Product Name: SantaPaws
Logo:
Tagline: Give a little more love this Christmas.
Strategy Statement: A charity dedicated to finding shelter dogs a forever-home at Christmas
time.
Background: There are approximately 5 million of companion animals that ends up entering into
animal shelters nationwide annually. Of the dogs entering shelters, 31% are euthanized，26% of
dogs who came in as strays are returned to their owner and only 35% are adopted. The adoption
rate for shelter dogs is very low, but this phenomenon could be changed. Christmas is a loving
season that encourages people to show their love, care and empathy for other people.
SantaPaws.com aims to show the audiences the sometimes cruel reality shelter dogs are facing
and in the same time encourage them to adopt a shelter dog as a special gift this Christmas.
Target audience: SantaPaws.com targets children, couples, parents and families who are looking
for a non-material, non-traditional, unique gift this Christmas, and who want to extend their
loving home to a shelter dog in need.
Product: SantaPaws.com is a website that provides shelter dog profiles and allows viewers to
select their favorite ones and adopt them in animal shelters. This website is specially designed for
the Christmas season, it partners with 500 animal shelters nationwide to provide as many shelter
dog profiles as possible. The product name SantaPaws implies that customer could be the shelter
dogs’ Santa and bring them home. It’s not purely just a Christmas gift for your fiends or family,
because you are also giving a shelter dogs a blessing Christmas gift---a loving and forever home.
Motivation: Christmas time is an especially difficult season for animal shelters as not a lot of
people are looking to adopt. Therefore, there is a need to promote shelter dogs during this time in
order to increase the number of people adopting shelter dogs into their families. SantaPaws.com is
providing the option to adopt a dog, which can be a special and life-long loving gift. It’s a
Christmas gift for both dogs and families.
Resistance: Not everybody loves dogs. Dog lovers might already have their own dogs. Target
audience might also concern about money and time issues. Taking a dog home as for Christmas
might be an inconvenience to other family members or friends who don’t like dogs. As this could
be a lifelong gift, people might not willing to take this long-term responsibility.
Action: Throughout the campaign, we would like to arouse the audience's attention that there is a
special group in the society that deserves their attention and love. With our advertising efforts, we
like them to take action to adopt shelter dogs from our website. Also we would like them to
spread out this message and spirit and encourage people around them to adopt shelter dogs during
the Christmas period.

2. Give a little more love this Christmas. Adopt a shelter dog today.
www.SantaPaws.com

4. Print
Concept: “One life saved, two lives changed forever”

5. Print
Product: SantaPaws.com
Concept: “Jerry”
Jerry.
3 years old.
Blind in one eye.
But he can still see your affection
from a mile away.
Give a little more love this Christmas

6. Radio
“Save a life this Christmas”
SFX: Cue simple instrumentals with somber theme: ongoing.
MVO: Hundreds of thousands of companion dogs end up in shelters each year.
Man: (annoyed) "He barked too much."
Woman: (exasperated) "She had too much energy."
Man 2: (sheepish) "He took up too much space."
Woman 2: (remorseful) "I didn't have the time to take care of her."
Man 3: (ashamed) "It cost too much to take care of him."
MVO: No matter what the reason for being given up, sadly shelters are just a temporary place for lonely
dogs to stay before they are put down.
[brief pause]
About 1.2 million dogs get euthanized annually.
SFX: Music stops.
MVO: But it doesn't have to be this way.
SFX: Cue, simple instrumentals with hopeful theme: ongoing.
MVO: Save a life this Christmas. Adopt a shelter dog today.
Visit Santapaws.com to find out how you can give a dog a forever-home.

7. SFX: Heroic music playing throughout
Super: The Unsung Heroes
Visual: A guide dog is taking his owner across
the street. They pass by a Christmas gift shop.
MVO: They guide us.
Visual: A watchdog is guarding in the winter,
while the guards are celebrating Christmas near
a fireplace.
MVO: They watch over us。
TV
Concept: “The unsung heroes”

8. Visual: Sled dogs are riding a bunch of kids
wearing Christmas hats.
MVO: They play with us.
Visual: A show dog is performing in a Christmas
show.
MVO: They make us laugh.
Visual: A police dog is walking on the street with
his partner.
MVO: They protect us.

9. Visual: A firefighter dog has just completed a
mission with his partner.
MVO: They save us.
Visual: A video collage of dogs interacting with
humans.
MVO: They are the ones who work 365 days a
year without asking for anything in return.
They are the unsung heroes.
MVO：Give them a little love this Christmas.
Visit SantaPaws.com to adopt a shelter dog
today.
Super: Give them a little love this Christmas.

10. SFX: Christmas music in background. Uplifting but
strangely somber.
We see a young adult man spending Christmas
morning alone. He half-heartedly unwraps a gift he
has bought and wrapped for himself. He looks
dejected staring at his new power-tool.
SFX: Somber music ongoing in background. In a
moment Sounds of barking dogs.
We see that the young man, on a whim, has driven
himself to an animal shelter, to buy himself a true
Christmas gift.
Dogs look at him from behind bars as he walks by.
SFX: Somber music transitions to an uplifting tune.
We see young man hugging his new companion, a
dog he has just adopted from the shelter.
TV
Concept: “The gift that keeps on giving”

11. SFX: Ongoing uplifting tune plays in background
along to happy whistling coming from the young
man.
We see young man walking his dog, his strides are
happy and peaceful.
SFX: Same uplifting tune throughout but light
transitions to more exciting theme. Sound of
another dog barking uncontrollably from a distance.
We see a dog being tugged by another dog owner, a
young adult woman, attractive.
Her dog is pulling her towards the young man’s
direction, to his dog.
SFX: Same uplifting tune, happy.
The two dog-owners end up colliding with each
other. They end up flirting. They find a nearby bench
to sit and chat with each other as their pets look on
with curiosity.

12. FVO: The gift that keeps on giving.
Super: SantaPaws.com

13. SFX: Soft Christmas music playing throughout
Little boy sits in bed, reading a Christmas story
FVO: “Twas the night before Christmas, when all
through the house. Not a creature was stirring, not
even a mouse.”
Little boy: “Santa whistled, and shouted, and called
them by name:
Dasher, Dancer, Prancer, Vixen, Comet, Cupid,
Donner, Blixen…”
Little boy: “….and Rudolph.”
Little boy is seen in a shelter, placing reindeer
antlers on a shelter dog.
FVO: “Make a dog the star of your Christmas. Visit
SantaPaws.com to adopt a shelter dog today.”
Super: Give a little love this Christmas.
TV
Concept: “Rudolph”

14. The ad will play on YouTube before video clips.
The ad starts with a moving CCTV or surveillance
camera footage of a dog in a shelter cage. Viewers
can see him sitting, moving around, walking, as if it is
being filmed in real time at a dog shelter.
The viewer is presented with two banner buttons
(choices) A and B.
SFX: Dog shelter noises, dogs barking in the distance.
If the viewer clicks button A, scenario A will play out.
The viewer will see a shelter attendant approach and
open the cage.
SFX: Cage noise, dogs barking
Attendant takes dog by the collar and CCTV footage
switches to show the dog being led down the
hallway by the attendant.
SFX: Footsteps, paw steps
Digital Concept: “Shelter dog”
Media: Interactive YouTube ad

15. They arrive at the door.
SFX: Door opening
CCTV footage switches to the next room.
The viewer sees the dog in the veterinary room
being prepped for the lethal injection and slowly
falling asleep.
SFX: medical instrument sounds
(Fade to black)
’
Super:
Christmas is one of the toughest times for shelter
dogs. It doesn’t have to be that way.
Save a life this Christmas. Visit santapaws.com to
adopt a shelter dog today.
Super: Want to make a difference?
(Button “B” will appear)

16. Scenario B
The ad starts again, with a moving CCTV or
surveillance camera footage of a dog in a shelter
cage. Viewers can see him sitting, moving around,
walking, as if it is being filmed in real time at a dog
shelter.
SFX: Dog shelter noises, dogs barking in the distance.
Shelter attendant approaches and opens the cage.
SFX: Cage noise, dogs barking
Attendant takes dog by the collar and CCTV footage
switches to show the dog being led down the
hallway by the attendant.
SFX: Footsteps, paw steps

17. They arrive at the door.
SFX: Door opening
Dog is greeted by his new family.
SFX: Happy family, greeting and cuddling dog.
(Fade to black)
Super:
Christmas is one of the toughest times for shelter
dogs. 60% of shelter animals never get a family.
Save a life this Christmas. Visit santapaws.com to
adopt a shelter dog today.
(Button “A” will appear)

18. Billboard
Concept: “Have enough stuff?”

19. Billboard
Concept: “Nobody should be alone at Christmas”

20. Copy: “Jerry”
Our dogs are not the prettiest. You won’t find them in any magazine ads. They’ve been through the
ringer a few times. And they might have a few bumps and bruises. A few scratches and scuffs.
They have not had an easy ride.
Our dogs may not be the prettiest. But they have heart.
And they will steal yours.

21. Copy: “One life saved, two lived changed forever”
When you adopt a dog you save a life. You give them a home. A warm bed to sleep in. A loving
family to play with.
And a life that is yet to be lived.
In return they will change your life. They will love you, protect you, and stay by your side.
In return for their life they will be your loyal companion.
For a life that is yet to be lived.

22. Copy: “Remove the barrier”
60% of shelter dogs never find their forever-homes.
They spend their last days on the inside looking out. Only no one is looking for them.
Make a change in the lives of these dogs by removing the barrier to a better life.
Remove the barrier to happiness. Adopt a shelter dog today.

23. Radio
Time: 30 sec
Product: SantaPaws.com
Title: “Give unconditional back”
SFX: Silence
MVO:
5 million American dogs end up in shelters each year.
[pause]
5 million American dogs end up in shelters each year.
Let me put that into perspective for you. 5 million. That’s more than 14,000 dogs every day. 570
dogs every hour.
9. Dogs. Every. Minute.
And that’s just in our country.
Dogs serve us. They protect us. And they love us unconditionally.
It’s time to give unconditional back.
Visit www.santapaws.com to adopt a shelter dog today.
SantaPaws - Give a little more love this Christmas.

24. RADIO: So what are you in here for?
SFX: Sound of footsteps. A dog whimpers. The jingling of keys and then the sound of a sliding
gate being closed shut.
Shelter employee: Atta there boy. I hope someone will rescue you soon.
SFX: Sound of footsteps walking away.
Silence.
Lead dog: (gruff voice) Newbie ey? What are you in here for?
Young dog: (slightly high voice) Aw gee shucks, I don't know. Maybe I loved the master too
much? Or maybe I was too jumpy. Yeah, I was too jumpy. But I can't help it. I get so excited to
see him.
SFX: Sound of young dog's tail wagging and tapping against the floor as he happily thinks of his
master. A brief pause.
Young dog: What about you?
Lead dog: (gruff voice): I was too big.
Young dog: Well, you are pretty big.
Lead dog: (menacingly) What is that supposed to mean?
Young dog: (nervous) Nothing! (Curious) Um, are we all here for something? What did we do
wrong?
Poodle: (squeaky pompous voice): I chewed everything in sight. But I just wish my master had
given me some time, I'm happy to get rid of my bad habits, it just takes a while.
Husky: (majestic voice) I think I was too expensive. I remember my masters saying something
about "budget."
Golden Retriever: (patient, loving voice) Oh I know my masters love me. But they had a baby
and I guess they were afraid of me hurting lil Sasha I guess. I never would of course, but I
understand where they're coming from.
Young dog: What do we do now you guys?
All dogs in unison: We wait.
Young dog: Wait for what?
All dogs in unison: For someone to love us.
Female announcer: No matter what the reason may be for being abandoned, they are ready to
love. Will you? Visit www.santapaws.com to find out how.

25. Billboard
Concept: Give a little more love this Christmas

26. Billboard
Concept: Save them out this Christmas

27. Copy: “Jerry”
Jerry is one of the many stories we have.
They were lonely, but not alone.
They were imperfect, but pure in heart.
They were abandoned, but still eager to be loved.
They are waiting for their Santa this year. A Santa who can give them love, caring and promise.
Be their Santa.
Make their Christmas special, by giving a little more love this Christmas.

28. Copy: “One life saved, two life changed”
31% of the shelter dogs end up with euthanasia every year. Shocking but true.
Give them a home this Christmas.
Because when you see them as your Christmas gift, in their eyes, you are their best Christmas gifts
ever.
Lift them up and let them bring happiness in to your homes this Christmas season in return.
At the end you will realize they are not the only ones that have been changed.

29. Copy: “Remove the barrier”
Yes, removing the barrier between a lonely shelter dog and a warm family is not as simple as tearing
a page of the magazine.
But that’s a priceless start. Because you see them, you feel them, and you start taking action.
Nothing is more valuable than this first step.
Give them a warm Christmas. Don’t leave them behind.
Visit SantaPaws.com and find a shelter dog that belongs to your home.

30. Radio
Time: 30 sec
Title: “This is not just a Christmas gift”
SFX: Silence
FVO:
Adopt a shelter dog this Christmas.
This is not just a Christmas gift.
It’s a life-long companion. It brings you joy when you need it. It stays with you when you are in
sorrow.
This is more than a Christmas gift.
It gives you life-long memories, for both you and your chosen companion.
Visit www.santapaws.com to adopt a shelter dog today.
SantaPaws - Give a little more love this Christmas.