the receipts, 11 · paws up!
10K pet photos for a Product of Canada brand.
Canadian Tire's Paws Up! went from dated packaging to award-winning packaging, then to a contest that filled Instagram with pets.
Dated, faded packaging.
Paws Up! is Canadian Tire's Product of Canada pet brand. Its packaging had faded.
On Instagram, animals rule. So we asked people to share theirs.
What we built
three parts
-
Packaging
New, and award-winning.
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Instagram contest
#PawsUpInstagram, across Meta.
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Brand guide
So it stays that way.
how it worked
packpetpost
New packaging got people's attention. Their own pets kept it.
The receipts
10K+
contest entries
75K+
social interactions
Animals are held in high regard on Instagram. Noted.
recognition
