Bronze - Dogs know
Issue 17 | December 2010
Agency
M&C Saatchi/Mark, Sydney
Creative Team
Creative Director: Gavin McLeod; Head of Copy: Hamish Stewart; Copywriter: Josh Bryer
Other Credits
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Date
September 2007
Background
Sydney Dogs & Cats Home wanted to raise money and to find new owners for animals they’ve struggled to re-house but could no longer afford to keep. In response to a surge in demand for dog adoption in rural areas, they set out to affordably and effectively reach more potential dog adopters in the countryside.
Idea
92.9FM, a big radio station in Tamworth, which is a major regional hub north of Sydney, donated 40 free airings. In these spots, while a voice-over described the plight of neglected dogs, mixed under was an ultrasonic frequency at 20,000Hz – a sound that humans can’t hear but dogs can. When Tamworth people saw or heard their dogs reacting to the ad, the illusion of empathy was created: it seemed their dogs were telling them to help other dogs.
Results
Seven dogs who had spent months in the kennels and were about to be put down were given new homes in the country.
Our Thoughts
This radio ad speaks for itself, doesn’t it?