Client: Matties Place
The idea behind Pet-ition was to transform the fight for animal welfare into something impossible to ignore by letting pets themselves take part in the democratic process. Mattie’s Place uncovered a simple but powerful loophole: Canadian petitions only require a name, address, and unique signature, without ever specifying that the signer must be human. This opened the door for animals, the very beings most affected by weak welfare laws, to become the literal signatories of change. By turning paw prints into political signatures, the campaign reframed a serious issue with creativity and wit, cutting through legislative noise and public apathy. The execution rolled out in dog parks, grooming salons, and pet events, while pet influencers amplified its reach online. The Pet-ition struck a balance between humour, empathy, and advocacy, creating a universally understandable symbol of justice. It gave a voice to the voiceless, sparking widespread attention and real legislative momentum.
