TAKE THE LEAD

Entry for the Roses Student Awards 2014.

Roses Student Awards 2014       Creative Team Tom Eccles & Charlotte Balmer       February 2014



Brief
After a lot of press regarding the issue of dangerous dogs, create a campaign to persuade and question dog owners and the general public about being more safety aware around dogs, as a small few are giving our well behaved pooches a bad name! 

Target Audience
Nationwide dog owners and the general public.

Idea
By highlighting how the tabloid media in particular creates a frenzy over dog attacks, we encourage dog owners to keep a close eye on their dogs in public in order to stop future tabloid scandals. The executions seek to shock the audience, but keeps them on-side by placing the negative emphasis on the tabloid press, not dog owners. 

 

Brief After a lot of press regarding the issue of dangerous dogs, create a campaign to persuade and question dog owners and the general public about being more safety aware around dogs, as a small few are giving our well behaved pooches a bad name!

Outdoor Billboard features typical dog scandal tabloid headlines, along with the message “please don’t feed the tabloids”.

Ambient executions include faux dog-fowling signs that actually warn about feeding the tabloids, and grizzly severed hands placed in areas with high dog-walking footfall.

Press advertising – a cover wrap on the Metro Newspaper with a fake dog scandal story. When the reader turns the page, they see the campaign message.



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