— ROLE
Copywriter
— TYPE
Branding
Awareness Campaign
— TEAM
AD: Sarah Scambray
CD: Steven Dewitt
ECD: Bennett Halloway Smith
Forget the insurance fine print or stuffy trusts. This is about making sure your pet doesn’t end up in a shelter just because you kicked the bucket.
We all know pet parents are borderline obsessed—the 3 a.m. vet runs and designer poop bags prove it. Pawzpurr is ditching the morbid legal jargon for some much-needed levity because, let’s be honest, death is heavy, but your cat shouldn't be a casualty.
You love them to death. Prove it.
I joked our hero images should be a cat butt and a pile of dog logs. Bless her heart, Sarah, my art partner, just ran with it. And thank God she did.
Focusing on pet ownership truths to build an instant connection with the intended audience, this idea came from an honest insight: we do a lot of objectively strange shit for our pets; making sure they are cared for if you die sounds normal in comparison. That's true luv.
From there, all this product needed is a name. And since we're already using wordplay with Pawzpurr (i.e., Prosper), offering a "Furever After Plan" didn't feel off brand.
Bonus points: for an extra ownable layer, we decided the kinds of people who go this far should have a name–Pawzpeople–will be explained on the forthcoming website (mockup only below).
