Animal Care Mug Shots

Household pets are getting “booked” in New York City, all in the name of a new advertising and awareness campaign to benefit Animal Care & Control of New York City. The six mug shot style ads, appearing on 60 vertical phone kiosks, 90 bus tails, and 55 bus shelters, each depict a shelter pet that has been rescued and is in need of a good home. The ads stress that these cats and dogs are victims of circumstance and not abuse. Their only crime is wanting a place to call home.

Owner Missing

Owner Relocated

Victim of divorce

Owner Left for Iraq

Owner Died

Owner Allergic


The new campaign was conceived and designed by Unit 7, a Manhattan-based branding and communications firm. The campaign was developed by chief creative officer Joe Cupani, executive creative director Jeff Harris, group creative director/art director Mickey Paxton, creative director/copywriter Steven Capp, junior art director David Mickle, agency executive producer Janet McKenna, VP Director of Art Buying Tricia Falcaro,
senior VP/chief collaborative invention officer Ross Quinn, account supervisor Liz Piknosh, group strategy director Ann Hazan, junior traffic coordinator Seryi Betancourt and production manager Barbara Pearson.

“As an office of animal-lovers, we couldn’t think of a better use of our talents than to create an eye-catching, provocative campaign to aid AC&C in their efforts,” said Unit 7 CEO Loreen Babcock.

The dramatic black and white images for the campaign were created pro bono by commercial/art photographer Howard Berman. His work can be viewed online at BHivePro.

“It was a pleasure to work with these amazing, and very professional, animals to create a new advertising campaign for Animal Care & Control,” Berman said. “I’ve always enjoyed documenting our furry and feathered friends in my work, and to know that these photographs will help animals in need is a very special feeling.”

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