No Pets in Research
Every year in Canada thousands of pet dogs and cats are purchased by research facilities for experimental purposes. Lush partnered with Animal Alliance to create a campaign that highlights this issue and calls on the Ontario government for a complete prohibition on the use of dogs and cats in research would position Ontario as a national leader in humane, evidence-based science and set a precedent for other provinces to follow.
THE DESIGN
We’ve brought to light the cruelty inflicted on thousands of forgotten cats and dogs. Connecting with our audiences by reminding them that these animals
deserve to live their best lives just like the companion animals in our homes.
We played with the contrast of bright, colourful, cutesy visuals with intense, heartbreaking messaging. Making the design relatable and easy to understand captures people's attention, prompting them to stop and read the serious messages.
This project was created under the creative direction of the Lush Cosmetics creative team. Photos owned by Lush Cosmetics.
SERVICES
– Campaign Design
– In-Store / Window Design
– Event Design
– Typography
– Signage
– Guerilla Marketing Design
– Social Media
– Illustration
In-Store Campaign
We created assets for the Lush store window and the in-store feature table, which were displayed in all North American shops. I played with scale and the colour palette to make eye-catching designs and capture customers' and passersby's attention.
Flyposting Activation
During the campaign period, we went live with a flyposting campaign across downtown toronto, with placements across 15 different high-traffic locations in Toronto.
Event Activation
We created a powerful one-day pop-up at the Toronto Union Station Food Court. At the heart of the space, a glass cube filled with 22,000 dog collars served as a visual representation of the cats and dogs used in Ontario research between 2018 and 2022, which invited passersby to pause, reflect, and engage with the story behind the numbers by signing a petition led by the Animal Alliance.
