We had to provoke a reaction and get abandoned dogs public attention. People use second-hand platforms to get rid of unwanted products before leaving the country. It was the perfect place to make our point.

Our strategy was twofold. First, we provoked them by turning man's best friend into second-hand dogs. The ads were placed in every classified category among other abandoned second-hand objects.

Once we had their attention and they opened the ad, we reveled our message: Dogs are not second-hand objects. They are invaluable companions.