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Dog's Know

Award: Wood Pencil

Wood Pencil / Direct / Radio / 2008

When our client informed us of a surge in demand for dog adoption in rural areas, we approached Tamworth 92.9FM – a major country radio station in Tamworth, north of Sydney – who kindly donated 40 free airings to the cause. Our solution was an emotional plea for help. Mixed under the seemingly straightforward voice-over was an ultrasonic frequency at 20,000Hz, a sound that humans can’t hear, but dogs can. When people saw or heard their dogs reacting to the ad, the illusion of empathy was created: it seemed their dogs were telling them to help ours.

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