Media > Product & Service

LES MISÉRABLES

LEO BURNETT ISTANBUL, Istanbul / STRAY ANIMAL FOUNDATION / 2010

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Overview

Credits

OVERVIEW

Effectiveness

The implementation has increased attention to BGD Stray Animal Foundation among art lovers.

Execution

Creative SolutionWe have personified the dogs as they are called (Count, Lady, Pasha) and portrayed them in paintings. Each of these three paintings featured a “noble” dog, posing like the portraits of royal family members in museums. The only difference was that these noble dogs were painted in rags, having suffered under poor conditions. Then we placed the paintings to art galleries to reach our target group.The info card below each painting called people to adopt from the BGD or help them by donating.

Strategy

ProblemIn Turkey a significant number of dogs are bought from Pet Shops. Growing up in a warm, comfortable and friendly environment, these dogs suddenly find themselves on streets once their owners' enthusiasm is gone. Our task was to create public awareness, collect donations and promote adopting a dog from BGD Stray Animal Foundation. We wanted them to know that there are many special breed dogs at the foundation homes and if they are to adopt, they should first consider BGD Stray Animal Foundation.InsightPeople like to call their pets with noble titles and ranks. Duke, Count, Countess, Lady, Pasha, are among the most common dog names in Turkey.

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