K9 Friends: Second-hand Dogs

K9 FRIENDS: SECOND-HAND DOGS

TRUTH

The UAE has a very high number of abandoned dogs, some of which are dumped on the streets to fend for themselves in very harsh conditions. Our message was loud and clear, and in the end contributed to grabbing the government’s attention.

IDEA

We placed ads for abandoned dogs in an usual place.

Role: Creative Director

219 dogs adopted in the first year / $500K earned media

In the end, we got the government’s attention, and a law that criminalizes abandoning pets was issued.

In the listings, we turned the dogs’ their heart-breaking stories into product descriptions

In the end, the abandoned dogs got some love from national press and most importantly, the government.