This month’s brief is from
Jilly Ko, TBWA/Chiat/Day, NYC.
SUBMIT BY OCTOBER 21, 2019 11:59pm EST. (EXTENDED DEADLINE)
HARNESS YOUR PUPS
You’ve probably witnessed multiple accounts of it. Every day, dogs around the world are
unknowingly being choked during their daily walks. And the problem comes down to
what’s around their neck: collars. *insert dramatic case study music*
But seriously speaking, walking a dog with a leashed collar puts undesirable tension on
their neck, resulting in a long list of health issues that put these pet’s lives at risk.
Luckily, Lucky has a healthier alternative in the form of a dog harness. A harness
disperses pressure over a larger area of the body and reduces strain on their furry little
necks and backs.
So, here’s your brief: Spread awareness around the benefits of using a dog
harness over dog collar.
Use any dog harness brand or have it come from any brand/non-profit that could
promote the well-being of pets and animals.
Create a campaign that can come to life in many forms and shows off a unique
Find the right tone that’s approachable. Whether it’s witty, enlightening, or tear-jerking, make it a conversation people would want to join in on and not feel
I usually gravitate towards the unexpected. Something that has strong
positioning, has an attitude, and pokes fun at the daily norms. Whatever way you
come at it, the goal is to get people to opt for harness over collar.
Some thought starters:
Which big brands can have a say in this?
What would be the most unexpected partnership?
How do we show this through pop culture?
What would people share?
Do all dogs go to heaven? (Terrible joke)