Humane Canada Ad Campaign

Personal Project

My Role

Graphic Designer

Note: This is a personal project with no affiliation with Humane Canada or Cottage Living.

Problem:

This ad campaign was conceived for Humane Canada to promote pet adoption across their partner humane societies nationwide. The campaign was designed for Cottage Living, an outdoor lifestyle magazine distributed across Canada, running as a series of three ads across three consecutive issues with the goal of increasing adoption rates. A complementary Meta social media campaign was also developed, given that the magazine's readership skews heavily toward Facebook.

Solution:

Given that Cottage Living readers tend to be passionate about outdoor pursuits, such as hiking, hunting, fishing, the campaign focused exclusively on dogs, whose need for daily exercise and companionship makes them a natural fit for that lifestyle. Each ad was designed to feel aspirational, using warm, glowing colours and photo treatments that positioned dogs as symbols of friendship and adventure.

The images are stock photos, with dogs composited in through photo manipulation. Each placement is a full-page spread, paired with matching social media posts.