Every July 1st in Québec, thousands of residents pack up and move out of their apartments. It’s called “Moving Day,,” and it’s the busiest day of the year for tenants to move within the province and it can make a large city like Montreal chaotic. Even worse is the fact that every year, more than 1,600 pets are left behind by their moving owners.

This year a Canadian home improvement store, Home Hardware, decided to do something about it. They partnered with the Society for the Prevention of Cruelty to Animals (SPCA) to produce these unique moving boxes in the shapes of common household pets. The message is simple: if you move, don’t leave your pet behind.

Created by john st., the light-hearted initiative is designed to bring awareness to this serious issue and raise money for the SPCA to help with the boost in abandoned pets.

“We’re hoping that this small activation will help keep this issue top of mind for Quebecers moving this year,” says Mario Durocher, Director of Quebec Retail Operations at Home Hardware.

Real animal boxes will collect donations near checkout in participating Home Hardware locations in the Montreal area in the weeks leading up to moving day.

See also the commercial: Home Hardware - Pack up your pets - (2017) .30 (Canada)

Campaign Title: Pet Packaging

Client: Home Hardware

Agency: john st.

Executive Creative Directors: Stephen Jurisic, Angus Tucker

Creative Directors: Mark Scott, Cedric Audet

Art Director: Sebastien Lafaye

Design Director: Mooren Bofill

Associate Design Director: Jacqueline Lane

Designer: Carol Hung

Producers: Anne-Christel Rajoelina, Andrew LaGrave

Account Team Lead: Nick Pigott

Account Director: Bianca Myers

Account Supervisor: Stuart Milligan

Production Artist: Valerie Bertrand

Production: Consulat, Montreal

Director and DOP: Simon Duhamel

Assistant director: Marc-Antoine Dubois

Papercraft: Pascal Brousseau

Post-production: Pascal Brousseau

Production: Eliane Sauvé, Consulat

Sound design & mix: Studios Apollo, Vincent Dufour, Pierre-Hugues Rondeau

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about the author

glossy Glossy is publicity and marketing specializing in advertising and creativity. I love roasted marshmallows and the CN Tower and I make amazing pierogi and cannonball at pool parties.

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