Cannes Lions

StreetDog

UNCOMMON, London / BREWDOG / 2021

Awards:

1 Shortlisted Cannes Lions
Presentation Image
Case Film

Overview

Entries

Credits

Overview

Background

We’ve teamed up with two dog adoption charities, Dogs on the Streets and All Dogs Matter, to raise awareness and help our four legged friends find new homes. This partnership with BrewDog was inspired by Ricky Gervais, a long term advocate for homeless canines following his ‘shout out to BrewDog’ on Twitter.

For a limited time only, BrewDog used the space on their Punk IPA beer cans to showcase profiles of some of the charities’ dogs who are on the hunt for new families.

100% of all the profits generated from the sales of StreetDog are split between the charities.

Idea

Inspired by a dialogue on Twitter, Street Dog is a limited-edition, re-branded version of the brewer’s popular Punk IPA.

The cans will feature dog adoption ads specially selected by charities All Dogs Matter and Dogs on the Streets. 100% of the profits generated from the sale of the Street Dog beer will be split evenly between the two charities.

It follows a video posted by The Office star Ricky Gervais, in which he urged companies to donate to charity rather than shell out for celebrity endorsement.

Strategy

For a limited time, the beer brand is using space on its Punk IPA cans to showcase profiles of some of the charities’ dogs that are seeking families.

Execution

The idea used BrewDog's own cans as media to execute the idea - raising awareness of dogs who needed a home as well as profits from sales going towards the charities involved.

The initiative originally launched in the UK - but due to its success - US and Australian markets also adopted the bespoke can design.

Outcome

Organic social reach: 5.36m

Media spend: £0

More than £25K went to UK dog shelters

The StreetDog project got adopted by US and Australian markets

All the dogs featured on our cans found a new home

Similar Campaigns

12 items

Anti-Sponsor

SAATCHI & SAATCHI, London

Anti-Sponsor

2023, BREWDOG

(opens in a new tab)