'Dogs unite for Guide Dogs Day' was the world’s first fundraising campaign run by dogs for dogs. It put the power into the paws of ordinary dogs who united to raise money for Guide Dogs. Our hero dogs Angus, Maple and Barry rallied more furry friends to join them via our campaign web ‘pawtal’. And all the dogs encouraged humans to donate via the QR code. It was a resounding success, with over $240,000 raised on Guide Dogs Day.
The campaign won AADC awards for best Direct Response Advertising, best Integrated Campaign, best Outdoor and Poster Campaign, best For Good Social Awareness and the AADC Chair for good. At the international Vega Digital Awards the campaign won Platinum Social Campaign, Platinum Cause Awareness, Platinum Cause Related and Platinum Integrated Campaign. We were also awarded best Digital Campaign on Best Ads.
