ABOUT

PROBLEM / SITUATION
New Year’s celebrations are a joyful occasion to gather and welcome the future together.
But for pets, it’s one of the most stressful nights of the year. The booming sound of fireworks triggers fear and anxiety in countless dogs, leading to trembling, hiding, and, in some cases, even fatal heart attacks, self-mutilation, or running away—sometimes disappearing forever or getting injured in the process. Traditional solutions, like medication, often make pet owners feel conflicted—offering relief but at the cost of connection and spontaneity.
Families are left with a difficult choice: protect their pets or include them in the celebration.


IDEA
We created a Pawsitively Celebration: a festive hat for dogs designed to reduce the anxiety caused by fireworks. Made from studio-grade soundproofing materials, the hat minimizes loud noises while its snug design offers a calming, hug-like effect for pets.

But this isn’t just about protection—it’s about participation. The design is celebratory, signaling that pets are as much a part of the festivities as everyone else. And by collaborating with the Humane Society, we extended this project to newly adopted pets,
reinforcing their place in their forever homes.

RESULTS
Participation & Feedback: Thousands of families across Puerto Rico benefited from Pawsitively Celebration reducing the stress of their four-legged companions.

Awareness & Connection: Over 10,000 social reactions using #PawsitivelyCelebration, fostering conversations about pet well-being during holidays.

Adoption Impact: Our collaboration with the Humane Society not only helped protect over 1,000 dogs, but it spearheaded over $10,000 in free media for the organization, $500 in donations and welcome over 113 newly adopted pets into homes during the holiday season.