Our new campaign for Monika’s Doggie Rescue has completely turned the normal pet rescue formula on its head.
It shows how dogs actually rescue humans, not the other way around.
Every year thousands of dogs in Sydney have to be euthanized because they can’t find a proper home.
Monika’s Doggie Rescue saves dogs from death row in council pounds and successfully re-homes them.
Their perennial problem is they always have more dogs than people to adopt them.
A campaign was needed to cut through the clutter of ads that play on people’s pity for shelter animals.
The solution, devised by M&C Saatchi Senior Art Director Tin Tin Ghosh and Copywriter Sri Mogeri was based on the scientifically proven insight that people who own dogs are healthier and happier because they compel you to exercise, give you love and provide spontaneity.
In other words, while you think you’re rescuing the dog, the dog’s also rescuing you from an unhealthy, unhappy lifestyle.
The print campaign uses two pieces of compelling creative featuring a dog rescuing its prospective owner drowning under mountainous piles of TVs in one and couches in the other. The TVs and couches stretch for as far as the eye can see.
The simple call to action: “Rescue a Dog and it will do the same for you” says it all.
The campaign has struck a real chord, including a page 3 story in Sydney’s The Daily Telegraph.