Challenge

While researching the challenges faced by pet owners, the Ukrainian brand CLUB 4 PAWS found that many struggle with a lack of social acceptance for their furry companions. For owners, their pets are full-fledged family members who deserve care, respect, and visibility.

We faced the challenge of drawing Ukrainians’ attention to the fact that four-legged friends are full-fledged members of society.

Idea

To create the first digital pet passport in Ukraine.

On Independence Day, when Ukrainians reflect on rights and freedoms, CLUB 4 PAWS launched a social media campaign featuring the first digital document for pets. Using an Instagram filter, users could create photos of their furry friends in the format of an ID card, filling in their pet’s last name, first name, and patronymic — symbolically emphasizing that four-legged companions are also part of society. The “Your Turn” mechanic made participation easy and shareable: thousands of people shared their pet passports, generating organic UGC. The campaign became an emotional tool for advocating animal rights and turned a social media flash mob into a societal movement.

Credits
& Outcome

In just 7 days, the filter was shared by over 13,500 users.
The CLUB 4 PAWS page gained 3,000+ new followers.
The trend received 7,137,855 views on TikTok.
Positive brand mentions on social media increased by 58% with zero advertising budget.
The project won a Bronze at the IAB MIXX AWARDS and became an Effie finalist.

Account Manager: Anastasia Yablonska
Designer: Olha Zaets
Designer: Dmytro Shelestynskyi
SMM Manager: Anna Zhded
PR Manager: Sofia Mazur
Head of Communication: Mariia Kasatkina