True North Inc., New York Follow Update

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  • New York, New York 10017
  • United States
  • Phone: (+1) 212 557-4202

ASPCA - "60¢ won’t buy much these days…" - True North Inc.

  • 60¢ won’t buy much these days…
  • American Society for the Prevention of Cruelty to Animals
  • True North Inc.
  • United States
  • 60¢ won’t buy much these days…
Product CategoryInstitutional/Public Interest/Non-Profit Org.
Date of First Broadcast/PublicationMay 2013
Media TypeWeb Film / Viral
Length32 Seconds
Creative Director Daniel Brown
Associate Creative Director Vicky Wetterer
Associate Creative Director Jarrod Ballou
Account Executive Leah Drewnowski
Account Executive Meghann Kelley
Editor Michael Dooling
60¢ won’t buy much these days…


As part of True North's successful Online Guardian Program for the ASPCA, we decided to implement a video component to test on various publishers and incentivized websites. Our creative approach was to transmogrify our top-performing online concept into a video, using our tried-and-true aphorism in order to make the quickest connection with our audience: "60¢ won't buy much these days… but for 60¢ a day, you can help rescue animals in distress." In about 30 seconds, our video paired compelling footage of both the deplorable conditions these animals are found in and ASPCA's rescue efforts with simple but effective motion graphics to illustrate the effect that 60¢ a day can have on the lives of abused and neglected animals, and the difference that monthly donors can make to ASPCA's efforts. 


Our video was customized for a variety of website placements, including in-game experiences as well as in-banner video and landing pages. The campaign has garnered new donors and has led to a stronger presence of ASPCA's monthly giving program. Since launch, multiple optimizations have been made to enhance the viewer's experience and improve campaign efficiencies.