#TakeMEMEhome

Shelter dogs have bad publicity in Russia. BBDO Russia wanted to make them more relatable and prove that anyone can find their doggy soulmate in a shelter. Based on dogs’ personalities they created ‘it’s me when’ memes for every dog and shared them in thematic communities in social networks. For example, posting memes with active dogs in communities for running enthusiasts. When someone shared or commented on a meme, the shelter dog replied and suggested meeting and making each other’s lives better.