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High five!
A backpack brand's campaign in which the internet decided which animal shelter would get financial support.
Challenge
How do you get people to vote for a good cause?
Backpack and school-supplies brand BackUp Bags wanted to support a chosen animal shelter with 40,000 PLN or a supply of pet food – but which shelter would win was up to the public, decided through an online vote.
The job wasn't just to support a shelter, but to do it in a way that would draw genuine engagement from people online – turning the "High five!" vote into something more than a formality.
Idea
Pets take over the house when no one's watching.
The starting point was a simple insight: what do our pets actually get up to when we're not home? It's a question no owner can really answer – unless they've invested in a home camera. That image, pets taking over while their owners are away, is exactly what we focused on across three teaser videos.
We built three playful scenarios around three very different stars – a foodie dog, an athletic cat and a dog obsessed with relaxing – in exaggerated, abstract scenes where the animals take over the house. The teasers led viewers to the main video and to a dedicated landing page, przybijlape.backupbags.pl, designed around the campaign's key visual, where they could cast their vote for a shelter and enter a contest for the funniest pet photo.
Execution
The campaign took off – the funniest-pet-photo contest drew almost 2,500 entries, ten of which BackUp Bags rewarded with scooters and KIDEA creative sets.
The promotional campaign pulled its weight too – the most popular post about the action reached almost a million people on Facebook and Instagram, and its accompanying video picked up over 557,000 views. On TikTok, the main video alone generated 1.6 million views.
Project team
- Project manager
- Julia Zakrzewska
- Content creator
- Mona Olkiewicz
- Motion designer
- Krzysztof Magnuszewski
- Graphics & landing page
- Sara Wojciechowska, Paweł Czamański, Agata Gołębiewska
- Social media
- Magdalena Wawrzyniak
- Copywriting
- Agnieszka Mikołajczak
