Award-winning content distilled through creativity, evidence and insight

Collar and Tag


Did you know that it’s the law that every dog must be microchipped and that any dog in a public place must have a collar and tag with the contact details of the owner? And that last year nearly 5,000 dogs faced being put to sleep simply because owners hadn’t updated their contact details.

We were asked by the Dogs Trust how to turn a serious message into a fun and engaging campaign ?


We came up with the idea of the #doggiereunion. Every dog owner loves that big, cuddly, ear-licking moment when they are reunited with their dog, be that after a day at the office or a week on holidays. With that insight we hero-ed the reunion moment, to encourage dog owners to microchip and collar and tag their dog.


As a fully integrated campaign it needed to work across all platforms; film, digital, social and print; both indoors and outside sheet posters to raise awareness and most importantly drive traffic to the microsite. The Dog Trust has strong colour branding so we went with a bold graphic design and turned a chunky tagline into a memorable message that was strong across every platform: Nothing beats a #doggiereunion


The campaign had to resonate with a multitude of dog owners, so we reached out to real dog owners to tell the story. The campaign is seeing fantastic traction. Already the Facebook videos have received over 500k views, 6k reactions and 300+ comments which we think is absolutely Paw-some! You can see the micro-site here.