ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Category
Direct / Wildcard
Annual ID
ADC102_ADV123M
About the Work
Every year in France, 15.000 cats are abandoned and struggle to survive.
Stray, the most popular video game of 2022, starified one of them, a one-of-a-kind stray cat living an extraordinary adventure full of happy moments… But unrealistic.
La SPA, the main French animal protection NGO, is used to alerting public opinion, and always does so on a large scale via TV and poster campaigns. But not this time.
The NGO had to modify the gameplay of Stray to depict what stray cats truly goes through and introduced #AdoptAMod, the first mods making gamers play the real life of stray cats.
La SPA first recreated 3D models of abandoned cats waiting for adoption and made them playable to showcase in-game what they endure in real life.
Then alternative stray heroes were sent to streamers who exposed the suffering of these stray animals. And finally casual players started to download the mods and experiment this gameplay, making the public aware about these cats’ terrible conditions.
The modelized cats got adopted in 24 hours and their story helped all the other ones.
Even the game creators noticed the campaign and La SPA is now discussing to add more real stray cats in the game because their virtual hero could highlight other real heroes to adopt.
2023 Awards
Total Points: 3
Merit Honor
Credits
Agency
Havas Play / Puteaux
Art Director
Quentin Clausse
Erwan Thomas
Copywriter
Nil Nivière Schouvaloff
Chief Creative Officer
Fabrice Plazolles
Motion Designer
Chloé Mencarelli
Chris Rubino
Project Manager
Thibaud Gounod
Brand Director
Ugo Medioni
Communication manager
Marie Basset-Chercot
Community Manager
Kevin Douangsavath
Head of Gaming & eSport
Pierre Acuña
Marketing director
Elise Loquetor
PR Director
Audelia Leloup
PR Officer Junior
Celine Tran
President
Stéphane Guerry
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