Military dogs who serve in combat are sometimes left overseas due to the high cost of reuniting them with their handlers. Merriview Hill created a partnership with American Humane to raise awareness and funds towards bringing these war dogs home.
To kickoff this initiative, we completely hijacked the Global Pet Expo in Orlando, Florida. We redirected attention from the influx of adorable pet photos by plastering war torn lost dog flyers and stat-driven dog tags around the trade show floor, expo hotel and telephone poles outside the surrounding area. Both the flyers and dog tags directed to the trade booth where people could learn more about the issues and buy products that contributed to the cause.
We supported this stunt with email, targeted digital ads and print that ran in popular pet magazines. In the end, we not only raised awareness and funds but found additional partners who wanted to join the cause.
Art Director: Ryan Dalton