category finalist
britt@pbandseattle.com
Most animal welfare campaigns start in the same place: broad-based outdoor or TV featuring an innocent animal, a guilt trip dressed up as hope. For Oregon Humane, we wanted to go somewhere entirely different — something small, warm, and a little unexpected.
We hid their message inside a fortune cookie.
In partnership with Open Fortune, we slipped "joy fortunes" into fortune cookies distributed across Oregon — tiny, unexpected reminders of what life with a pet actually feels like. Not rescue. Not need. Just the specific, irreplaceable joy of an animal who has chosen you.
A moment of recognition — the kind that makes you smile before you even know why — followed quietly by Oregon Humane's name. And a fortune cookie is the perfect delivery system. It's already a tiny theater of anticipation. You crack it, you read it, you feel something. Oregon Humane simply walked into that ritual and made it theirs.
The format did real strategic work too. Fortune cookies show up where people are already gathered and open. The brand arrived not as an interruption but as part of the moment. Warm. Unexpected. Welcome.
And the message reframed what Oregon Humane is fundamentally for. Not an organization that steps in when things go wrong — but one building a future where people and animals multiply joy in each other's lives. Every adoption, every foster, every act of advocacy isn't a rescue. It's a fortune, waiting to happen.
Small format. Enormous reframe. And enough room inside a cookie to change how people see an entire organization.
