The Perfect Voiceovers
The online film:
Real stories of shelter animals told by people who have been through the same
Over 1.5 million shelter dogs are euthanised every year because 3 in 4 households prefer to buy a pet from a store than adopting from a shelter.
To change the perception that shelter dogs are flawed or imperfect compared to those sold at pet stores, we enlisted the help of people who have been profiled in the media for overcoming challenges in life.
Their task? To do a voice recording that narrates the stories of real shelter dogs—stories that they can relate to like no other. The videos were then shared on social media, driving adoption enquiries to our shelter partners.
Those represented and their pairing:
Largest cross-shelter collaboration in Asia
Upon the launch of our campaign, shelters across Asia—including Japan, Vietnam, Philippines and China—came together to contribute their voices, making it the largest cross-shelter collaboration in the region.
The results
market reach of local target audience
average engagement rate on social
impressions achieved organically within the first 2 weeks
spent on media or influencer engagement
increase on adoption enquiry
Watch the full case film:
Credits
Victor Ng Executive Creative Director
Lim Wern Kee Senior Art Director
Yours Truly Junior Art Director
Rong Yi Junior Art Director
Accolades
2020 PR Awards Asia 1 Grand Prix, 2 Gold, 1 Silver
2020 Lisbon PR Awards 2 Grand Prix, 2 Gold
2020 Sabre Awards 2 Diamond Sabre, 1 Finalist
2021 Spikes Asia 5 Finalist
2021 AdFest 1 Silver Lotus, 1 Bronze Lotus, 1 Finalist
2021 AWARD Awards 1 Bronze, 1 Finalist
2021 Marketing Interactive PR Awards 3 Gold, 1 Silver, 4 Finalist