Humane Canada and Toronto Humane Society hijack pop culture with ‘Man’s True Best Friend’, an OOH campaign promoting dog adoption.

Man’s True Best Friend

Humane Canada and the Toronto Humane Society launched “Man’s True Best Friend”, an out-of-home campaign designed to encourage adoption. They cleverly reclaimed the title of Sabrina Carpenter’s album “Man’s Best Friend” and placed adoptable dogs at the top of the charts, helping them find new homes.

Billboard Takeover in Toronto

One of the highlights was a billboard in Dundas Square, Toronto, positioned right beside a Sabrina Carpenter takeover. This strategic placement reinforced the campaign’s witty and heartfelt message, drawing attention from thousands of passersby.

Campaign Details

This professional campaign titled “Man’s True Best Friend” was published in September 2025. Created by Sid Lee, the campaign featured outdoor and print executions highlighting the importance of adopting pets. The work connected strongly with the public interest sector and quickly gained traction.

Impact

With seven creative assets, the campaign demonstrated how clever messaging and impactful placements can transform cultural moments into opportunities for social good. By hijacking pop culture, Humane Canada and the Toronto Humane Society amplified their voice and gave dogs the spotlight they deserve.