Driving Dogs
Award: Wood Pencil
Wood Pencil / Integrated & Earned Media / Earned Media 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. So, we taught three of them to drive a car and showed them, in a never-before-seen event, live on national TV. 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 adoption interest increased by 590% and, every SCPA dog was adopted.
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