Power of Paws

Several well-known pet brands were banding together to spread the word about the benefits of service animals. It was awesome but felt passive. We positioned it as a grassroots movement of pets for pets - to recognize the Power of Paws. Take care of your owner and you’ll get more than just a bowl-full of tasty kibble. You’ll live longer and happier because they will too. We created an engaging voice for a great cause. 

CD/Writer: writing, concept and social/online/ad strategy