Toronto Humane Society

Challenge

Transform public perceptions that Toronto Humane Society is an outdated “animal shelter” and grow affection for the brand as a leader in compassionate animal welfare.

Solution

Ramp rekindled passion for this 100+ year old organization with a brand refresh that challenged the category’s typical focus on victimized animals. We, instead, focused on the unique joy, play, and bond that forms between every pet and pet-parent. We further elevated Toronto Humane Society as a leader who thinks “outside the shelter,” with a broadened range of services from advocacy to education. Our bold and powerful brand identity and Like No Other tagline centred the irreplaceable connection that Toronto Humane Society enables. With millions of impressions and counting, the campaign continues to exceed industry averages.