Lead agency: Cow
Client: MORE
TH>N
Who came up with the
idea?: Cow
Who signed it off
client-side?: Carmel McCarthy, MORE TH>N
MORE TH>N wanted to raise awareness of the rising pet obesity problem in the UK through an impactful PR stunt.
Experts predict that, by 2022, half of all dogs in the UK will be obese – a result of owners overfeeding and under-exercising their pets. Consequently, man’s best friend faces a stark future where they’ll be too fat to even climb a simple set of stairs.
To visualise this future we created the first stair lift for dogs, called the “Stair Of The Dog 2022”.
One photo shoot with an overweight dog taking the stair lift for a spin later and we had a compelling image that would stir a debate in the UK and beyond.
The stunt generated 51 pieces of picture-led editorial coverage across national and international media outlets including The Sun, Daily Mail, Huffington Post and the Mail Online.
There were also hundreds of mentions across Twitter, with the images of the solemn-faced pooch riding the stair lift shared again and again.
If you would like to get work in to IotY2012, you'll simply need to download this form, fill it in and spin it back to me with an image (or more than one if you fancy). Deadline is now 8 February 2013, although if you can get things in earlier, that would be good.
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