Adopt A Mod
View the case- Brand
- La SPA
- Year
- 2022
- Objective
- Engagement
- Industry
- Other
- Mechanic
- Adventure & Quest
- Platform
- In-Game
- Agency
- Havas Play
Objective
SPA, France's leading animal welfare charity, couldn't reach young audiences through its usual TV and social campaigns — even as cat abandonments spike across France every summer. Partnering with Havas Play, the charity turned to gamers to raise awareness of shelter cats' lives and drive adoptions, spotlighting five real cats waiting to be adopted.
Solution
Players who own Stray on PC visit SPA's campaign page and meet five real shelter cats, each scanned and rebuilt in 3D down to their exact fur, face, and build. Every cat comes with a short bio — how she was found, what she's been through, her personality. The player picks one, downloads her mod, and installs it over the game's default character, so the entire adventure is now played as that specific cat instead of Stray's ginger hero. From her profile page, the player can click straight through to start her real-world adoption.
Results
All five modeled cats were adopted within 24 hours of the campaign's launch.
- 1
The player learns of the campaign and visits its landing page, a showcase of five real cats from a French animal shelter — Câline, Doc, Zoya, Pastelle and P'tite Crevette — each rendered as a 3D model of the actual animal.
- 2
The player opens a cat's profile and reads its real biography: where it was found, what it went through, and its personality.
- 3
The player picks one cat, downloads its mod free of charge, and installs it in the PC game Stray, replacing the game's default stray cat with that shelter cat's face, coat and build.
- 4
The player plays through Stray's regular story and puzzles as before, now embodying the chosen shelter cat rather than the game's original character.
- 5
From the cat's profile page, the player can move from the game into the real world by opening that cat's actual adoption listing at the shelter.
