The Problem: My Dog was seen as a brand that only caters for small dogs.
The Idea: Every owner has a unique relationship with their dog. To re-position My Dog as brand for all dogs, Australian dog owners were invited to upload photos of their pet and tell us what their dog really meant to them for the chance to have them star in our campaign.
The Results: More than 50,000 entries, 12,000 social shares and over 400 unique billboards created with localized content generated a 12% sales increase on My Dog products.
Awarded at ADMA AC&E, Highly Commended OOH. Locus Outdoor Awards Finalist, Digital OOH Campaign of the Year.