In order to raise awareness and money for the millions of homeless dogs in America, we did made something more personal than a TV spot, and more engaging than a print ad. We built a store. A place where you could get a free cup of coffee, learn about adoption from an expert, buy some gear for a good cause, tell stories about the dogs in your life, and meet shelter dogs first hand - to learn that they're really good dogs.

We built our store in the heart of Times Square. We chose a space with astorefront as big as a billboard, and an interior that we could build fromscratch. We built an indoor dogpark where shelter dogs could run and play. We had free coffee to invite people in off the street. We had an information center with experts to answer questions. We had merchandise that we designed and all the proceeds went to help shelter dogs. We promoted the store with a special installation in Central Park, and with a TV commercial that ran on Taxi TV.