Friends of Animals’ latest spay/neuter video featuring actor Danny Trejo, and its #flipofffur social media hashtag for its newest anti-fur campaign, both created by Atlanta-based, agency breensmith, took home Shorty Awards for “Best in Pets and Animals” and Silver for “Best Hashtag.”
The perils of pet homelessness that can be nullified by spaying and neutering are illustrated in the two-minute video (check it out below) featuring actor Danny Trejo—best known for his tough-guy roles in hits like “Machete” and “Breaking Bad”—as a street dog that winds up behind bars. From dumpster diving with his cat buddy to showing us the ropes of dog gang life, his story underscores the unfortunate plight of homeless cats and dogs in America.
FoA’s interactive campaign— #FlipOffFur—which included print ads and a Times Square billboard, used an image of a fox, a middle finger gesture and a hashtag to create a social media trend.
Now in its eighth year, the Shorty Awards were the first awards to honor social media. By constantly evolving along with the medium it honors The Shorty’s remains the most prominent award show of its kind, engaging an online audience of millions.
breensmith recognizes the importance of social media and connecting with an audience in a unique and effective way.
“These two campaigns are a great example of how social media can empower consumers by letting them join a brand’s story, and in the instance of #FlipOffFur, become an active participant in the conversation,” said agency creative director Chris Breen.