British animal shelter Battersea Dogs & Cats Home brings a pet's-eye view to its latest campaign. Roving animal "reporters"--Peanut the dog and Misty the cat--show off Battersea's amenities, from initial intake to showers, exercise to lounging, training to medical checkups. Karmarama created a 30-second TV spot, as well as longer mini-episodes that debut online today and roll out through the month of May.
The media strategy by Manning Gottlieb OMD includes digital OOH and social, focusing on people who can no longer take care of their pets and seeking to engage them when they're looking to be distracted, entertained or cheered up.
Battersea has made use of stunts that pull on heartstrings before. In 2015, they used leaflets with embedded RFID tags to coordinate the billboards in an East London shopping mall. As shoppers strolled, a digital puppy followed them from store to store, hoping to find a new home.