ROCKET DOG RESCUE | GIVE A $#!T CAMPAIGN
Client: Rocket Dog Rescue
ACD: Carole Ambauen
Copywriter: Marlo Habeeb
Art Director/Designer: Maximo Centeno
Brief: Rocket Dog Rescue, the Bay Area’s preeminent no-kill animal shelter, is unique in that it doesn’t have an adoption center. Instead, they rely on fosters to find forever homes for dogs on their last leash. How could we find people willing to foster Rocket Dogs?
Solution: By giving a shit. Literally. We launched our 360 fecal-focused GIVE A S#!T campaign at Northern California’s largest pet adoption fair, where we knew potential fosters would be lurking. We canvassed the fair and San Francisco dog parks with realistic custom-fabricated turds. Once a conscientious citizen bagged the poo, they realized it was fake and found a sticker on the backside asking: “Are you willing to clean up another person’s mess and let a dog crash for a while?” They were then directed to nearby adoption tents.
Results: Rocket Dog tallied up 700 adoptions while our campaign was in market. Our snapchat filter garnered 14,800 impressions during the Bay Area Pet Fair, where we were a huge part of finding forever homes for 1,080 pets in one weekend.