Cannes Lions

PUPPY SWAP

GRIP LIMITED, Toronto / HUMANE SOCIETY / 2015

Case Film
MP3 Original Language
MP3 Original Language

Overview

Entries

Credits

Overview

Description

In Canada, the parameters and trends guiding branded content have evolved significantly. These trends – from improved analytics, social media as well as affinity campaigns – are changing the tactics and characteristics of branded content marketing. Financing models for branded content are also evolving and may offer points of entry for low-budget productions, such as PuppySwap.

Execution

PuppySwap launched with a website and online video explaining its revolutionary service: simply sign up to gain instant access to a large selection of in-demand breeds, choose a puppy, and have it delivered right to your doorstep. As soon as the pet grows less cute or becomes a burden, just swap it for a brand new puppy.

Puppyswap.ca allows visitors to watch the online video, compare ratings for different breeds, and browse user reviews. Also, a live Twitter feed picks up the public outrage.

It's only upon clicking the "sign up" button that one discovers the service is fake.

Outcome

With a very limited budget, the PuppySwap campaign still managed to create a message that earned international coverage, in media outlets such as Buzzfeed, The Daily Mail, Upworthy, and MTV.

Most recently, PETA has approached us with the intent to adapt the campaign for an American audience using U.S. statistics.

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