• Loading…

Driving Dogs

Award: Wood Pencil

Wood Pencil / Digital Advertising / Integrated Digital Campaigns / 2013

In New Zealand, shelter dogs were seen as second rate compared to store bought animals, so finding them homes was a daily challenge for the SPCA. As a longstanding SPCA sponsor, MINI wanted to help. Our strategy was to demonstrate just how smart these dogs really are and to dispel the idea that they’re damaged, despite their abusive or difficult pasts. So, we taught three of them to drive a MINI and showed them, in a never- before-seen event, live on national TV. To build anticipation for the event, we released an online video with footage of the dogs in training, and seeded over 800 pieces of content across digital and social platforms. In one week, over 200 million saw the dogs driving. The campaign received more than $20 million in PR across over 70 countries. New Zealand saw a positive shift in attitudes toward shelter dogs, adoption interest increased by 590% and, most importantly, every SCPA dog was adopted.

Want more access to D&AD?

Join D&AD as a Free Member and you’ll be able to view winning work, enter the Awards, download New Blood briefs and get access to even more articles and videos.

Join for free I’m already a member

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again