Doggie Rescue

Background

Every year, thousands of dogs have to be euthanised because they can’t find a proper home. The objective of our campaign was to raise awareness and drive adoption.

The Big Idea

Most dog rescue ads are designed to elicit sympathy for the animal. Flipping the category cliché on its head, this campaign drew inspiration from one of the benefits of owning a dog: a healthier lifestyle thanks to daily walks.

The images showed dogs rescuing their owners from a sea of symbols representing unhealthy lifestyles, like endless nights on the sofa watching telly. The message was driven home by a simple, hard-hitting line: rescue a dog and it’ll do the same for you.

Work By