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Driving Dogs

Award: Wood Pencil

Wood Pencil / Outdoor Advertising / Ambient / 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 it, in a never- before-seen event, live on national TV. In one week, over 200 million saw the dogs driving. New Zealand adoption interest increased by 590% and, most importantly, every SCPA dog was adopted.

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