During the holidays, the focus often falls on material gifts. But in a season about meaningful connections, adopting a shelter dog can bring joy and companionship that’s far more meaningful than any gift.

For Christmas 2024, SOSD turned every wrapped gift into an adoption poster that raised awareness of shelter dogs. Each sheet of Yapping Paper featured actual SOSD dogs awaiting adoption, with a playful, character-driven description and a QR code that led to a donation link. Rather than wrapping up stuff, the paper encouraged people to unwrap love and companionship that lasts beyond the season, making adoption the ultimate connection this season and beyond.

Press coverage: Campaign Asia | Branding in Asia | Marketech APAC