K9 Friends - Talent For Hire

Less than 2 in 10 dogs are adopted from an animal shelter. In a sandy place like Dubai, changing perceptions seemed to be even harder than anywhere else. We knew any campaign would have to live up to the city's glamour. I came up with the idea of bringing the shelter dogs personalities into people's attention. We transformed the animal shelter into a canine talent agency and promoted its dogs as models. Everyone got a social media profile to showcase their skills. In the end, the dogs were booked to feature in magazines and appear in ads. And all the featured ones found loving homes.