Animal Rights Federation

Creative idea

With a new law passed in Turkey, dogs that are not adopted within 30 days are planned to be euthanized. However, adoption calls tend to circulate only within a small, sensitive audience before disappearing. Together with HAYTAP, Turkey’s largest animal rights organization, we sought a way to increase this visibility and reach more people. By hacking Apple’s “Contact Poster” feature, we transformed iPhone call screens into the world’s first adoption platform. This allowed us to make adoption messages visible at unexpected moments, without any media budget, and to give a voice to dogs looking for a home.

Brand name: HAYTAP
Advertiser / client: HAYTAP
Product / service: Animal Rights Federation
Campaign name: Calling For Help
Agency network: INDEPENDENT AGENCY
Agency: Happy People Project - Istanbul
Production company: Olioli Project
Agency chief executive officer: Orçun Onural
Chief creative officer: Yaşar Akbaş
Creative director: Mesut Yüksel
Art director: Süheyla Aydın
Copywriter: Tamer Kılıç, Salih Uzun
Account director (agency): Gül Şeref
Client account director: Senem Demirel
Agency producer: Sevinç Öktem, Ali Çiçek, Tuna Aktaş, Yiğit Tanılmış