The TVC, titled Little Balloon Doggy, was born out of the sad truth that dogs are waiting at rehoming centres for longer than ever before. Tapping into Dogs Trust’s wider ambition to change perceptions of rescue dogs in the UK, encouraging the dog loving public to think about rescuing a dog before they buy, the campaign shows that rescue dogs come in all shapes and sizes, but that they have one thing in common – they’re just waiting for that ‘Special Someone’ who knows that ‘a dog is for life’.
Little Balloon Doggy tells the story of one very special dog, Paddy, as he waits to be united with his ‘Special Someone’:
The national launch follows the successful Now Here campaign for Dogs Trust, Evesham. Embracing the charity’s upbeat philosophy and unadulterated love of all things dog, Now Here consisted of bold, energetic TV, print and digital, and resulted in the highest website traffic the Rehoming Centre has ever seen, with over 50% uplift; and an increase of 42% in centre footfall.
Media is being handled by the7stars with the television advert debuting on Friday 14th July on ITV, C4 and Sky, running for six weeks. The OOH creative will be live across the UK sites from 17th July as part of a national partnership with Clear Channel, covering roadside, city, mall and bar environments. The digital will be live from 14th July on Facebook, Instagram, YouTube and other paid-for channels.
Anna Carpen, ECD at 18 Feet & Rising said: “When a dog sees yellow, it is safe for life. Dogs Trust never put down a healthy dog and will look after them as long as it takes to find their ‘Special Someone’. But we need more people to know that, to spread the word and get potential dog owners to visit Dogs Trust rehoming centres, something I hope this campaign will do.”
Nick Daniel, Marketing Director at Dogs Trust said: “Every rescue dog has a ‘Special Someone’: that one person who can offer them the love and home they didn’t necessarily get the first time around. Sadly, the drive to buy things online means our dogs are having to wait longer at rehoming centres for the right person to turn up, and our ad is trying to counter this. The 18 Feet & Rising team have managed to capture this in a positive way and we’re really hopeful that a lot of dogs will find the loving homes they deserve as a result.’’