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Big Cat Rescue is one of the world’s largest accredited sanctuaries for exotic cats and provides a home for over 100 abandoned, abused and orphaned exotic cats (including lions, tigers, bobcats, cougars and many more species). Our assignment was to create an ad for the Big Cat Times Magazine that would make people aware that every time they purchase something on Amazon they could be donating to Big Cat Rescue and helping these cats – at absolutely no cost to them. All they had to do was shop on Amazon Smile.
The idea for this ad was to use a tiger tail that would form a smile on one side and when you flipped it over become a frown. In both cases, we created a shadow of the tail using the familiar Amazon “smile” logo. We explained how people could make a big cat smile by donating .5% of their purchases to the cats at no cost to them simply by picking Big Cat Rescue as their charity on Amazon Smile and shopping Smile.Amazon.com instead of Amazon.com. Since a lot of people were signing up but forgetting to use Smile.Amazon.com, we subtly addressed this in the ad by showing the tail forming a frown when you flipped it over and further reminded people to use Amazon Smile.
Since we started to promote what a wonderful, easy and cost-free way this is for people to help the cats, Big Cat Rescue has seen a huge growth in smile supporters. They currently have over 20,000 people signed up and added 1,500 in the last quarter, including 3,000 more who actually purchased items. Big Cat Rescue’s marketing team especially liked the unique two-fold purpose of this ad and how it accomplished two goals in one ad.