One of London’s oldest animal charities has rebranded from The Mayhew Animal Home to Mayhew, and has sought creative agency Whippet to build a new out-of-home campaign for its new name.
Mayhew hopes to appeal to a wider audience and highlight the range of work it delivers, in addition to the rescue and re-homing work it’s well known for. Set a brief to specifically raise awareness of four of the charity’s key services in the community (vet clinic, animal welfare, homeless work and therapy animals), Whippet has designed a set of four bright, bold and arresting ads to work in rotation, with a championing tone and engaging cut-out photography, using Mayhew’s new branding. With a series of digital six sheets across North West and Central London, it’s the first campaign of its kind for the charity which started in 1886.
“We are delighted to have collaborated with Whippet on this project and we are thrilled with the result,” expresses Caroline Yates, chief executive of Mayhew. “Whippet have perfectly captured our compassion for animals and their owners who we assist on a daily basis. We have so much to tell people and Whippet have helped us to portray our proactive approach to tackling companion animal welfare issues and to hopefully show people that we are more than just an animal shelter.”
“Mayhew have long been living in the shadows of other bigger, animal charities. Far from being ‘just another shelter’ they have a fantastic range of services that benefit London’s animal owners in all sorts of ways,” adds Carla Heath, managing director at Whippet. As an agency of animal lovers, we couldn’t pass up the opportunity to help support them in their first awareness. We hope it’ll inspire Londoners to donate so Mayhew can keep doing such beneficial work in the local community.”
The ads go live in two waves across London: 35 screens on 9-15 October and 15 screens on 6-12 November.
Whippet’s portfolio includes Carpetright, Iceland, Wickes and Tesco, among other brands.