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Dog's Rule - Pedigree Adoption

FOUR MILLION DOGS END UP IN SHELTERS EVERY YEAR. ONLY TWO MILLION MAKE IT OUT. OUR JOB IS TO TELL THEIR STORIES AND HELP THEM FIND LOVING HOMES. IN NEW YORK'S TIMES SQUARE WE BUILT A STORE WHERE PEOPLE COULD INTERACT WITH SHELTER DOGS AND SEE HOW GREAT THEY REALLY ARE. WE DID TV, PRINT, ONLINE, WEBISODES, AS WELL AS OUTDOOR. IN ADDITION TO THAT WE MADE SOMETHING MORE PERSONAL THAN A TV SPOT, AND MORE ENGAGING THAN A PRINT AD. WE BUILT A STORE. A PLACE WHERE YOU COULD LEARN MORE ABOUT ADOPTION, SHARE STORIES, AND MEET SHELTER DOGS IN PERSON. IN JUST TWO WEEKS, WE HAD OVER 50,000+ VISITORS. (ABOUT THE SAME AS AN AVERAGE APPLE STORE.) WE RAISED OVER $100,000. WE GAINED OVER A MILLION FREE MEDIA IMPRESSIONS. THE CAMPAIGN HAS RAISED OVER $5 MILLION, AND THE BEST PART, ALL OF THE DOGS WERE ADOPTED.

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Art Director
Company
TBWA\CHIAT\DAY
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Art Direction
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Advertising
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Advertising
Dog's Rule - Pedigree Adoption