The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Non-Profit - Digital (Websites, Mobile, Social Media) / Digital (Websites, Mobile, Social Media)
Annual ID
DI16034S
About the Work
Dallas Pets Alive encounters the same problem each year, they take shelter of hundreds of forgotten dogs. Around 2.7 million dogs are euthanized in the U.S. because they lack attention and online exposure to find a permanent home. The idea was simple, we named our adoptable dogs after something that earns a lot of attention:trending topics. This way we redirected the attention trends get towards our dogs,and made trending topics,one of the most powerful social phenomenons in the world,our new direct and close way to adopt dogs. A SEM strategy via AdWords gave us the opportunity to be at the top Google’s search result page when people looked for a trend. An online video presented the idea and also directed people to our website which changed completely in real time as new trends showed up. We also shared these dogs via Instagram, Facebook, Google+ and other owned social media channels.
2016 Awards
Total Points: 15
Silver Pencil
Credits
Agency
Dieste / Dallas
Production Company
Standing Dog / Dallas
Letca Films / Miami
Personal Music / Miami
Art Director
Francisco Arranz
Arturo Lee
Gustavo Zapata
Executive Creative Director
Ciro Sarmiento
Writer
Jose Benítez
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