Role: CD Director: Lara Shapiro Animation: BUCK
PUPPIES DESERVE A BETTER STORY
Despite decades of rescue work, most U.S. puppies still come from mills, fueled by online demand and a lack of transparency.
Working with the Humane Society, we shifted the focus from guilt to awareness. The idea: Where do puppies come from?
Told through children’s eyes, the campaign reframed a simple question to reveal a more uncomfortable truth, prompting buyers to look closer at where their puppy really comes from.
Working with the Humane Society, we shifted the focus from guilt to awareness. The idea: Where do puppies come from?
Told through children’s eyes, the campaign reframed a simple question to reveal a more uncomfortable truth, prompting buyers to look closer at where their puppy really comes from.
DONTBUYINTOPUPPYMILLS.COM
Our video and social campaign directed dog lovers to a landing page built with The Humane Society of the United States, exposing the tactics puppy mills use to mislead buyers. The platform gave potential owners the tools to make informed decisions, including a pledge, social sharing, and a direct line to local lawmakers.
Goal: 400,000 pledges in four months.
Achieved in five days, with over 3 million impressions.
MORE WORK