Away was challenged with launching a pet carrier, a travel product, when no one was traveling. Talking to owners about traveling in the middle of a global pandemic seemed insensitive...so Away didn’t. Instead, it made travel posters for the pets themselves, scented them with meat, cedar, and catnip, and positioned them (pet eye level) at dog parks across LA, SF, Boston, Chicago, and NYC – cities that over-index in dog parks per square mile and percentage of pet ownership. Not only did Away sell out of pet carriers in a matter of weeks, but also got requests to buy the posters themselves.
What did the judges have to say?
"It was funny, simple and creative."Ana Noriega, Chief Creative Officer, FCB Mexico