2026 Winner
GoldDirect
GoldReal-Time Reaction
SilverOut-of-Home Campaign
Humane Canada
"Man’s True Best Friend"
Sid Lee
"Man’s True Best Friend"
Sid Lee
Rising pet surrender rates were overwhelming shelters across Canada, but traditional
adoption messaging had lost its ability to drive action. “Man’s True Best Friend” seized a
live cultural moment, leveraging widespread attention around Sabrina Carpenter and
the buzz surrounding her album Man’s Best Friend to redirect attention toward adoption.
The work hijacked the release by recreating the album’s controversial cover – replacing
the artist with adoptable shelter dogs and reminding Canadians who “man’s best friend”
really is. Launched in sync with the album drop, it spanned OOH in high-traffic areas
like Dundas Square, Spotify placements targeting listeners and social content with
direct adoption calls to action, all amplified by PR and media coverage. It generated
164M impressions – including a major boost after Carpenter shared the work – and,
most importantly, drove a 58% increase in adoptions over the three-year average.
adoption messaging had lost its ability to drive action. “Man’s True Best Friend” seized a
live cultural moment, leveraging widespread attention around Sabrina Carpenter and
the buzz surrounding her album Man’s Best Friend to redirect attention toward adoption.
The work hijacked the release by recreating the album’s controversial cover – replacing
the artist with adoptable shelter dogs and reminding Canadians who “man’s best friend”
really is. Launched in sync with the album drop, it spanned OOH in high-traffic areas
like Dundas Square, Spotify placements targeting listeners and social content with
direct adoption calls to action, all amplified by PR and media coverage. It generated
164M impressions – including a major boost after Carpenter shared the work – and,
most importantly, drove a 58% increase in adoptions over the three-year average.
Credits
AGENCY: SID LEE- David Allard - Executive Creative Director
- Félix-Antoine Brunet - Creative Director
- Alexis Caron-Côté - Creative Director
- Félix-Antoine Brunet - Art Director
- Alexis Caron-Côté - Copywriter
- Michaël Bonnette - Designer
- Amélie Duplessis-Tellier - Content Manager
- Thalie Poulin - VP, Accounts Services
- Gabrielle Crépeau-Hubert - Account Executive
- Shereen Ladha - North America Strategy Lead
- Chloe Hutchison - Strategy Director
- Marie-Lise Campeau - Présidente-directrice générale, Global
- Johan Vakidis - President & Chief Creative Officer, North America
- Alexandra Michaud - Producer
PR: YPR CANADA
- Laetitia Harty - Account Director, PR & Influencer Marketing
CLIENT: HUMANE CANADA
- Barbara Cartwright - Chief Executive Officer
- Tara Hellewell - Director, National Engagement
- Natalie Hillinger - Manager, Marketing & Communications
- Phil Nichols - Chief Executive Officer
- Lucas Solowey - Manager, Public Relations
PRODUCTION HOUSE: SHOOT STUDIO
- Virginie Houde-Briand - Producer
- Gabrielle Lacasse - Photographer
- Jorge Galeano - Retoucher (Freelancer)
MEDIA AGENCY: PANOPLY
- Nicholas Landry - VP Média
- Aliya Varma - Strategist
- Bianca Di Loreto - Strategist