In the fast paced city people always complain about not having time or space to do more. Taking this insight forward we decided to use negative space in our communication to simply illustrate the point. While the play of negative positive illustrated that there is always room, the message urged people of attend Adoptathon.

We decided to use negative space in our communication to simply illustrate the point. Instead of using regular vector graphics to show positive/negative space, we decided to make it real by shooting people in a backlit photography set up. We sent our message (There's always room for more. Adopt) by forming simple silhouettes of animals like dog, cat and rabbit between people. The posters were placed conveniently across the city with high youth population such as colleges and malls. Add to that, the approach to carry forward that momentum onto social media, where the clutter-breaking visuals created instant visibility and share value.

The event saw 150% more footfalls than the previously held event. Apart from students many families with kids came to spend time with animals and 42 homeless animals got adopted in a single day. Calls and enquiries have been pouring in ever since, as more strays find a new loving home.