SPCA: Driving Dogs
The SPCA wanted to increase adoptions for thousands of shelter dogs who were often perceived as less capable or desirable. The challenge was to overturn public prejudice against abandoned dogs and demonstrate their intelligence and worth to potential adopters. They needed a campaign that would dramatically shift perceptions, proving these dogs were smart and lovable, ultimately driving more people to adopt from the SPCA.
Creative Idea
SPCA trained shelter dogs to drive cars, proving their intelligence.
The SPCA created a campaign called "Driving Dogs" where they trained shelter dogs to drive a car, challenging people's perceptions about abandoned dogs and proving their intelligence. By showing dogs can master complex tasks like driving, the campaign aimed to change public attitudes and encourage more dog adoptions by demonstrating that these animals are capable, smart, and deserving of a home.
Teaching Old Shelter Dogs New Tricks
Eight Weeks of Paws on the Wheel
The production required an intensive eight-week training program led by animal behaviorist Mark Vette and his team at Animals on Q. To bridge the gap between paws and pedals, the dogs - Porter, Monty, and Ginny - first practiced on a wooden "static rig" to master the mechanics of steering and gear shifting. The vehicle, a MINI Countryman, underwent significant modifications including extended pedals, steering wheel handles for better grip, and a speed limiter to ensure the car never exceeded a walking pace. The project culminated in a live broadcast on Campbell Live, where Porter became the first dog to drive unassisted on a racetrack.
Global Fame and Fly Chasing
The campaign’s viral velocity was unprecedented, at one point surpassing Kate Middleton for the top spot on *The Guardian’s* most-viewed video list. It earned features on The Late Show with David Letterman and BBC News, generating over 213 minutes of broadcast coverage. Despite the high-stakes training, the process had its quirks; Monty, a Giant Schnauzer cross, was frequently distracted by flies entering the vehicle during his lessons. The effort paid off with a 590% surge in adoption interest and a 100% adoption rate for every dog at the Auckland SPCA during the campaign.
The Power of Earned Media
DraftFCB creatives Regan Grafton and Peter Vegas transformed a modest budget into a masterclass in earned media, reaching 230 million people in just one week. The partnership also bolstered MINI New Zealand, increasing brand association with the SPCA by 40%. In a fitting conclusion to the project, lead trainer Mark Vette ended up adopting Monty, the fly-chasing Schnauzer, himself.
Creative Strategy Deconstructed
Company
SPCA New Zealand had access to a diverse population of 'unadoptable' dogs and world-class trainers capable of teaching complex behaviors. They had the credibility to speak on animal intelligence and the necessity of finding homes for forgotten pets.
Category
The category typically relies on 'sad dog' tropes, using guilt-based imagery of shivering, caged animals to elicit pity. This often leads to compassion fatigue and a public perception of shelter pets as 'damaged goods' or 'second-rate' animals.
Customer
Potential pet owners desire intelligent, capable companions but often harbor an unconscious bias that rescue dogs are less trainable than purebreds. They needed a reason to feel pride, rather than just pity, when considering adoption.
Culture
The digital landscape was increasingly dominated by viral, 'seeing-is-believing' animal stunts and the humanization of pets. Society was ready to celebrate underdog stories that utilized humor and spectacle to challenge low expectations.
Company
SPCA New Zealand had access to a diverse population of 'unadoptable' dogs and world-class trainers capable of teaching complex behaviors. They had the credibility to speak on animal intelligence and the necessity of finding homes for forgotten pets.
Category
The category typically relies on 'sad dog' tropes, using guilt-based imagery of shivering, caged animals to elicit pity. This often leads to compassion fatigue and a public perception of shelter pets as 'damaged goods' or 'second-rate' animals.
Strategy:
Prove shelter dogs are high-performance companions by demonstrating they can master the most human of complex skills: driving.
Customer
Potential pet owners desire intelligent, capable companions but often harbor an unconscious bias that rescue dogs are less trainable than purebreds. They needed a reason to feel pride, rather than just pity, when considering adoption.
Culture
The digital landscape was increasingly dominated by viral, 'seeing-is-believing' animal stunts and the humanization of pets. Society was ready to celebrate underdog stories that utilized humor and spectacle to challenge low expectations.
Strategy:
Prove shelter dogs are high-performance companions by demonstrating they can master the most human of complex skills: driving.
Strategy Technique
Exaggerate to Reveal the Truth
Training dogs to drive was an extreme exaggeration of their intelligence and capability. This hyperbole powerfully revealed the truth that shelter dogs are smart and deserving, making it impossible to ignore.
Explore Technique
Creative Technique
Fight prejudice
The campaign directly challenged the public's prejudice that abandoned dogs are less capable. It provided undeniable proof of their intelligence by training them to drive, shattering outdated assumptions.
Explore Technique
Craft Breakdown
This campaign's craft is exceptional due to its audacious concept and the meticulous, innovative training and filmmaking required to execute it convincingly, primarily elevating it through Production Design and Cinematography.
The custom-built car mock-ups and the precise modification of the Mini Countryman for dogs to operate are engineering marvels that form the core of the campaign's believability and spectacle.
The multi-camera setup, including in-car POVs and drone shots, captures the unique action from every compelling angle, making the 'driving dogs' incredibly convincing and engaging.
The fast-paced editing, especially during the driving sequences, combines various angles and split screens to create a dynamic and exciting visual narrative that keeps viewers enthralled.
The sheer dedication and skill required to train these dogs to perform such complex, sequential tasks in a realistic manner is astounding and fundamental to the campaign's success and authenticity.
The campaign's magic truly comes from the seamless integration of groundbreaking animal training with clever production design and dynamic cinematography, all working together to sell an incredible, inspiring story.
