Canadian Media Innovation Awards » Bronze
«Speed-date-a-dog»
Warner Bros wanted to create some media attention around their summer children's movie CATS & DOGS 2, THE REVENGE OF KITTY GALORE.
But in Montreal, Quebec you aren't allowed to advertise directly to children. So we had to find a clever way to involve children without breaking the rules.
So, based on the idea that children will fall in love with the movie, we gave families the chance to fall in love with a real dog and together with two local dog rescue charities, we created the event: SPEED-DATE-A-DOG.
20 volunteers from the charities brought along over 20 dogs of different ages and breeds.
Families could then take any dog for a 5 minute walk...and see if they fell in love! And for those who discovered love at first sight, adoption forms were filled out.
As we found a way to brand a family event without breaking the advertising regulations, The Speed-Date-A-Dog idea was able to be successfully adopted by the Quebec media making the headline of the prime time, 6pm evening news on Global and CTV not to mention CBC radio and countless blogs.
Video : La Fabrique d’Images