Cannes Lions

Dog Carpet

ALMA DDB, Miami / MIAMI DADE ANIMAL SERVICES / 2018

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Case Film
Presentation Image

Overview

Entries

Credits

Overview

Description

At every award show, celebrities walking the red carpet always get a huge amount of attention. The precious prime-time segment where they're surrounded by lights and cameras always focuses on what they are wearing. But what if we could use that moment for a better cause?

Introducing: The Dog Carpet. A red carpet taken over by shelter dogs during Premio Lo Nuestro, one of the biggest Latin American music awards on TV, which took place in Miami last February. The idea was to change the conversation from "Who are you wearing?" to "Who are you walking?" in order to generate awareness for MDAS and find forever homes for a pack of furry rock stars.

Execution

The main event took place on February 22, 2018, during Premio Lo Nuestro. As millions of viewers tuned into the live broadcast of the red carpet, primped shelter dogs ready for their spotlight crashed the show.

Surprised and sympathetic to the cause, what celebrity could say no to the cute pup faces? They volunteered to walk the dogs down the carpet, posed for selfies, and encouraged their adoption in real time on TV and on their personal social media accounts. Viewers could get info about the dogs up for adoption or link to MDAS through a microsite launched for the event (www.thedogcarpet.com).

Outcome

$1.5M in earned media from the show and from additional coverage on talk shows the next day

+ $1.9M in media impressions

+ 285K fan actions

+ 22% increase in walk-in visits to the Miami-Dade Animal Shelter the month of the activation

The most significant number of all: every single dog at the show was adopted that night.

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Shortlisted Cannes Lions
Rescue

ALMA DDB, Miami

Rescue

2018, MIAMI DADE ANIMAL SERVICES

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