YCN Student Awards Entry
Every year the Dogs Trust has an influx of dogs who are in need of finding a forever home. Due in part to todays changing consumer behaviour and the widespread use of digital media. It has never been easier to purchase the 'perfect' dog online, whereas people are still unaware that rescue dogs are desperately in need of a good-home.
My aim was to create a campaign with Dogs Trust that will help to highlight 'Rescue dogs' as the most desirable breed of dog in Britain!
People usually start to consider adopting a dog when they see friends, family or celebrities adopting rescue dogs, especially when they share it on social media. By taking inspiration from this fact I created a campaign that implements elements of guerilla marketing and one of the more important parts of owning a dog, which is owning a dog lead. By merging these two elements I created an evocative tone that celebrates adopting rescue dogs, and those who have already adopted by asking them to "Follow my lead"!