I Wish my Son was a Dog
Award: Wood Pencil
Wood Pencil / Direct / Direct Response/Press & Poster / 2015
In the UK, more people choose to give their hard-earned money to animal charities than charities that support sick and dying children. ais London wondered whether it would be easier to raise money for Harrison if he were a dog. The agency ran two digital ads, identical in every way except the image. One featured Harrison, a young sufferer of Duchenne muscular dystrophy, and the other presented a stock picture of a dog found online. The dog ad received over twice as many clicks as Harrison. When some space came up in the London Evening Standard, ais London ran a press ad featuring the dog, but with candid copy from Harrison's father.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD 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.