Broadcast, Press & Inserts

Driving Dogs

MINI and SPCA New Zealand

Issue 27 | June 2013

Background

As a key sponsor, MINI wanted to help the SPCA find homes for their dogs. The problem was, too many people in New Zealand believed a rescue dog was a second-rate mutt, so finding homes for them was difficult.

The task was to raise perceptions of rescue dogs as being as smart as any other kind of dog.

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