The 6th Sense

Don’t Buy Into Puppy Mills.

Rokkan and the Humane Society of The United States tell viewers “Don’t Buy Into Puppy Mills” in new campaign

NEW YORK, Aug. 25, 2016 /PRNewswire/ — Rokkan (rokkan.wpengine.com), in partnership with The Humane Society of the United States as its Creative and Media Agency of Record, has launched a new campaign in The HSUS’s continued fight against puppy mills. Titled ‘Don’t Buy Into Puppy Mills,’ this latest work contrasts the innocently imagined origins of puppies with the hidden reality that is the still-thriving puppy mill industry.

‘Don’t Buy Into Puppy Mills’ is comprised of three 30-second films and one long-form film, all produced by Rokkan, that illustrate children’s imaginative responses to the question: “Where do puppies come from?” The optimistic and creative answers from children are beautifully animated in the films, exaggerating common misconceptions about how most puppies are brought into the world. As the films continue, the animations transform to reveal the devastating realities of where most puppies who are sold online and in pet stores actually come from. In addition to bringing these images to life, the animations are intended to maximize the impact of the ‘Don’t Buy Into Puppy Mills’ message and encourage higher audience engagement.

“Throughout the organization’s long history, we have mounted a number of campaigns to raise awareness of the horror of puppy mills,” said John Goodwin, senior director of the stop puppy mills campaign at The HSUS. “We’ve had great success in many of our previous efforts, but the fact remains that mills are still operating thanks to support from well-intentioned but unsuspecting buyers. This latest campaign aims to chip away at the puppy mill facade and stress that where your puppy comes from matters.” The campaign focuses on two of the most deceptive outlets for puppy mills: puppy-selling websites and pet stores. These venues don’t allow the buyer a chance to see where the puppy was raised before making a purchase, often helping to conceal inhumane conditions.

Similar to the ‘Same Day Pups’ campaign that Rokkan and The HSUS launched in 2015, this latest work was made possible through a generous grant from Maddie’s Fund, a family foundation created in 1994 by Workday co-founder Dave Duffield and his wife, Cheryl. Additional elements of the ‘Don’t Buy Into Puppy Mills’ campaign include paid social activations, banner content that will run through official HSUS channels, and a site redesign for DontBuyIntoPuppyMills.com. Rokkan’s media team also led buying and planning efforts for the campaign, which will run through the end of October 2016.

On the strategy behind the work, Sean Miller, Rokkan’s Chief Strategy Officer, said, “Consumers have become hyper-aware of where their food and clothes come from, but what about their pets? It’s pretty hard to believe that most dog purchasers don’t know that they’re buying from puppy mills. Puppy love blinds us from the truth. By asking this one question, we hope to spur people to think more critically about where puppies really come from.”

Regarding the campaign creative concept, Brian Carley, Rokkan’s Global Chief Creative Officer, added, “Ask a child a simple question and you’ll get answers that are unfiltered, strange and beautiful. These are the kind of answers we all wish were true. With these films, we take our viewers on a journey that’s fantastical and silly, but it also makes it easier to tell the actual origin story that is cruel and hard to swallow.”

To find more information and take action against puppy mills by signing The Puppy Pledge, please visitDontBuyIntoPuppyMills.com.

About The Humane Society of The United States

The Humane Society of the United States is the nation’s largest animal protection organization, rated most effective by our peers. For 60 years, we have celebrated the protection of all animals and confronted all forms of cruelty. We are the nation’s largest provider of hands-on services for animals, caring for more than 100,000 animals each year, and we prevent cruelty to millions more through our advocacy campaigns. Read more about our 60 years of transformational change for animals and people.HumaneSociety.org

Subscribe to Wayne Pacelle’s blog, A Humane Nation. Follow The HSUS Media Relations department on Twitter.

About Rokkan

Rokkan, a partner for brave change, takes its name from the Japanese word for “the sixth sense,” bringing intuition to research and strategy to help brands create data-driven and highly creative storytelling, social engagement, customer experience and e-commerce. Founded in 2000, Rokkan has grown from a three-person startup into an innovation outlier within the Publicis Groupe. With offices in New York, Chicago, Los Angeles and Singapore, Rokkan leverages a unique and nimble approach that blends strategy, storytelling, and technology for outstanding results. Clients include American Express, Cadillac, Hallmark, JetBlue Airways, Purina Nestle, Samsung and Veuve Clicquot.


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PANTONE Studio.

Pantone enlists Rokkan LA to launch Pantone Studio, bringing the brand’s color expertise to digital

PANTONE Studio Consolidates Pantone Product & Service Offerings into One Connected Digital Workspace for the First Time.

LOS ANGELES, Aug. 2, 2016 /PRNewswire/ — Rokkan Los Angeles (rokkan.wpengine.com), a full-service agency, has partnered with Pantone LLC (www.pantone.com), an X-Rite company and the global authority on color and provider of professional color standards, to launch PANTONE Studio, available today in the Apple App Store. PANTONE Studio is the brand’s largest foray into digital, bringing its iconic color system and fan book into a digital environment. New tools intended to improve workflow, facilitate creative collaboration, and simply inspire creativity, make PANTONE Studio a powerful tool for fast-moving, modern, creative professionals.

Intuitively designed by the creative team at Rokkan Los Angeles, PANTONE Studio bridges the power and intelligence of Pantone with the way designers imagine and bring creativity to life today. From the improved convenience in capturing Pantone color, to building and testing color palettes, and sharing work directly into design software, on social media, or with friends, clients, and collaborators, PANTONE Studio is the first tool through which Pantone has made its product and service offerings available at such scale and mass.

“Pantone has long been an invaluable tool and source of inspiration for designers across all disciplines,” said SVP and General Manager, Ron Potesky. “PANTONE Studio makes our tools and services more accessible and easier to use than ever for modern designers.  Through their deep understanding of our audience, Rokkan helped us create a beautiful interface and intuitive user experience that is more conducive to how designers work today, providing them their own private color studio.”

PANTONE Studio is available as a free download with a selection of Pantone colors to use across all tools and features. Users can subscribe through in-app purchase to  access a comprehensive library of more than 10,000 standardized hues across all Pantone libraries and disciplines, from fashion to graphic colors. New colors released by Pantone will automatically update in the digital studio, making it easy for creatives to access the full Pantone color library.

Commenting on the launch of PANTONE Studio, Rokkan Chief Executive Officer, John Noe said, “As creatives, a lot of the inspiration that we find today happens on the go. With all of the innovative ways that people are using social platforms to share content, it seems natural that Pantone should have a mobile tool for designers to create and share color palettes. We are thrilled to partner with Pantone to lead this iconic brand into digital and to create an immersive experience for the people who rely most on the brand’s extensive product and service offering.”

Social sharing was a big part of the inspiration behind Rokkan Los Angeles’ design for PANTONE Studio. Users will be able to create and share custom color palettes on social networks such as Instagram and Facebook, as well as via email with customized messages. Additional user capabilities include:

  • Giving palettes names and adding searchable tags.
  • Sending palettes directly to Adobe Creative Cloud from within the app.
  • Transitioning phone images to a color picker, allowing users to pinpoint a specific set of Pantone colors (up to five) that can be automatically translated into a palette.
  • Linking with the ColourLovers community to view the inspiring work of others.
  • Access to a variety of formats for sharing colors and palettes, including incorporating the iconic Pantone chip as a solid and transparent overlay.
  • Color trend forecasting, brand color development supported by brand color stories, and product palette development content from The Pantone Color Institute (PCI).

An annual PANTONE Studio subscription priced at $59.99, and a $7.99 one-month subscription, offer users value and flexibility to access all Pantone colors, tools, and features. Users wishing to explore the app for free will have access to all tools with a selection of available colors, and both seven-day and one-month free trial periods are available for subscribers. Promotional pricing is available for existing myPantone app users. For more information, please visit the PANTONE Studio page on the Apple App Store.

About Pantone and the Pantone Color Institute

PANTONE®, a wholly owned subsidiary of X-Rite, Incorporated, is the global color authority and provider of professional color standards for the design industries. Today Pantone’s universal language of color is used by 100 million design professionals worldwide to access color trends, communicate color choices and control consistency of color across every imaginable surface, texture, material and finish.

Through the Pantone Color Institute, Pantone continues to chart future color direction and study how color influences human thought processes, emotions and physical reactions. Pantone furthers its commitment to providing professionals with a greater understanding of color and to help them utilize color more effectively. Always a source for color inspiration, Pantone also offers designer-inspired products and services for consumers. More information is available at www.pantone.com. For the latest news, trends, information and conversations, connect with Pantone on FacebookTwitterPinterest, and Instagram.

About Rokkan

Rokkan, a partner for brave change, takes its name from the Japanese word for “the sixth sense,” bringing intuition to research and strategy to help brands create data-driven and highly creative storytelling, social engagement, customer experience and e-commerce. Founded in 2000, Rokkan has grown from a three-person startup into an innovation outlier within the Publicis Groupe. With offices in New York, Chicago, Los Angeles and Singapore, Rokkan leverages a unique and nimble approach that blends strategy, storytelling, and technology for outstanding results. Clients include American Express, Cadillac, Hallmark, JetBlue Airways, Purina Nestle, Samsung and Veuve Clicquot.


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