SPA - "Ultra-popular video game - Board Stray"

Havas Play

Havas Play Puteaux, France

1181

This ad is part of the ACT Responsible Collection

Brand: SPA
Country: France

Advertiser: Société Protectrice des Animaux

Title	Ultra-popular video game - Board Stray
Agency	Havas Play
Campaign	Adopt A Mod
Advertiser	Société Protectrice des Animaux
Brand	SPA
Date of First Broadcast/Publication	2022 / 8
Business Sector	Animal Rights/Safety/Adoption
Philosophy	In order to raise awareness about animal adoption amongst French people, especially the youngest generations, the French Society for the Protection of Animals (La SPA) and its partner agency Havas Play, are launching a new campaign that models real cats from their shelters directly in the video game Stray Havas Play and La SPA had the idea to incorporate 5 real rescued cats directly in Stray, an interactive video game. In this game, the player embodies a small cat wandering in the deserted streets of a forgotten city, making it a real phenomenon and one of the top selling and best rated games. Instead of playing the main catracter, La SPA offers the possibility to all players to put themselves in the paws of one of 5 cats currently waiting in their shelters, looking for a home. It’s a way to put them in the spotlight and encourage their quick adoption, but also to draw attention to all the other cats still waiting for a better life. Everything has been done to replicate identically Pastelle, Doc, P’tite Crevette, Zoya and Câline (the 5 cats selected by La SPA), from paws to mustache! Designed by a specialized developer, these models, represent the great diversity of cats available for adoption in the different SPA shelters.
Media Type	Digital Billboard/Poster
Length	15 seconds
More Information	https://www.la-spa.fr/adopteunmod
President	Stéphane Guerry
Chief Creative Officer	Fabrice Plazolles
Account Director	Ugo Medioni
PR manager	Céline Tran
Art Director	Quentin Clausse
Copywriter	Nil Niviere—Schouvaloff
Associate Art Director	Erwan Thomas
Project Manager	Rayane Zidani
Project Manager	Clement Dauchez
Assistant Project Manager	Thibaud Gounod
Game Play Designer	Pierre Acuña
Marketing Director	Elise Loquetor
Communications Manager	Marie Basset-Chercot