Thousands of people visit shopping malls every day, while far fewer visit animal adoption centers. To bring adoptable dogs to where people already were, we turned the TVs displayed in electronics stores into a new kind of adoption media. Each screen featured a real dog waiting for a home, along with its name and the address of the adoption center. Whenever a dog was adopted, it disappeared from the screen, leaving a blank TV behind and turning its absence into the most visible sign of a successful adoption.

Gold lion.

My role: Creative Director