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Mattie's Place
"Pet-ition"
Publicis
"Pet-ition"
Publicis
Canada ranks surprisingly low on the World Animal Protection Index, with outdated laws that still classify animals as property rather than sentient beings. Mattie’s Place, a Toronto-based pet rescue, decided it was time to change that. Working with Publicis, they discovered a loophole in Canadian petition law: no rule states a
signer must be human.
As a result, they launched “The Pet-ition,” the first-ever petition signed by pets. Using paw prints as unique signatures, animals across the country became advocates for stronger animal welfare laws. With help from dog influencers, pet businesses and even the Red Hot Chili Peppers, the campaign gained momentum, amassing more than 83 million impressions and 2,100 animal signatures – plus 10,000 more from humans.
Backed by politicians across three parties, the petition was tabled in the House of Commons during World Animal Month. In response, the federal government committed $13 million to animal welfare and, for the first time, legislation recognizing animal sentience is underway.
signer must be human.
As a result, they launched “The Pet-ition,” the first-ever petition signed by pets. Using paw prints as unique signatures, animals across the country became advocates for stronger animal welfare laws. With help from dog influencers, pet businesses and even the Red Hot Chili Peppers, the campaign gained momentum, amassing more than 83 million impressions and 2,100 animal signatures – plus 10,000 more from humans.
Backed by politicians across three parties, the petition was tabled in the House of Commons during World Animal Month. In response, the federal government committed $13 million to animal welfare and, for the first time, legislation recognizing animal sentience is underway.
Credits
Vinicius Dalvi- Chief Creative OfficerVictor Yves - Head of Art
Sandra Baumander- Creative Director
Andre Bittar- Copywriter
Peter Sreckovic- Associate Creative Director Devon Clarke- Associate Creative Director
Gabriel Bortolotto- Content Creator
Serene Gaspar- EVP, Managing Director
Rachel Dickey- Account Supervisor
VP Broadcast Production: Pam Portsmouth
Haley Piett- Producer
Lisa Reid -Print Producer
Mary Chambers -Chief Strategic Officer
Michael Ash- Group Strategy Director
Sophie Prefol- PR Lead
Reid Marshall- Director
Cameron Marshall- Director of Photography:
Alex Chan- Photographer
Terry Theofilactidis- Executive Producer
Rebecca Burtnik-Post- Production Manager Madelyn Jones-Post- Production Manager
Emily Skeffington- Post-Production Manager:
Ingrid Theiner- Editor
Jordyn Stern- Editor
Issac Winter- Editor
Scott Edwards- Editor
Angeli Pineda- Editor
Eric Vonhunnius- Editor
Naghmeh Jafari Firouzabadi- Motion Graphics
Sharne Everard- Motion Graphics
Ron Caddigan - Motion Graphics
Pamela Albino- Director of Growth Operations
David Han -Director of Experience Design
Quang Lai- Associate Technology Director
William Truong- Frontend Developer
Vincent Lee- Full Stack Developer
Maxime Masson- Spécialiste infrastructure & Cloud solution
Matt Johnston- Associate Director, Analytics & Research
Anila John- Manager, Insights & SEO
Nadia Beale- President Account Services (MSL)
Madeline Pelly- Account Associate (MSL)
Alexis Scott- Account Director (North Strategic)
Shraddha Jaiswal- Account Executive (North Strategic)
Client: Mattie’s Place
Founder / Executive Director- Denise Angus