A cat posing as Rosie the Riveter in an outdoor campaign by Calgary-based shop Tag for the Calgary Humane Society has created such a buzz that people are offering money to buy the big, bold posters. ‘Some people wanted them for their house or office,’ says Mike Meadus, CD at Tag.

Using animals in the guise of war recruitment characters Rosie and Uncle Sam, the campaign was created to increase society membership, which has been dropping off over the last few years, according to Cheryl Wallach, manager of community relations. Members of the society attend meetings, receive newsletters and donate money.

Wallach says young people particularly have been slow to join the non-profit organization. While she can’t say how many young people have signed up since the campaigns began in mid-October, the society has managed to exceed its goal of getting 60 new members and is now at 84. Wallach says the campaign likely appeals to both older consumers because they recognize the images of Uncle Sam and Rosie, and younger people, who may relate to the pop culture/retro styling of the ads.

The campaign includes interior and exterior transit and posters. Meadus says they’ll be selling some of the pieces and giving others as gifts to those who have made large contributions.

Tag has done previous pro-bono creative for the society over the years. This is the first campaign for which the society had an advertising budget that wasn’t related to a fundraising event.

Meadus notes the campaign focuses on the positive side of what the society has achieved – particularly, saving animals – rather than focusing on the negative by showing sad animals or conveying how many animals were put down. Hence, humour plays a big role in the creative. ‘Visually, the humour is there – seeing the animals personified in a human role,’ says Meadus. ‘[But] it’s whatever makes people stop and see what the poster is for.’ Credits
Client: Calgary Humane Society
Agency: Tag
Creative Directors: Mike Meadus/Shannon Fox
Copywriters: Shannon Fox/Mike Meadus
Art Director: Mike Meadus
Illustrator: Mike Meadus
Account Director: Lynne Paulsen
Production Manager: Glenda Dye
Production Artist: Lauri Copithorne