Dallas Pets Alive!: Muttbombing

Todd Wilkinson

This article demonstrates how Dallas Pets Alive! (DPA) disrupted Instagram users' photo feeds to bring attention to dogs that needed rehousing in the US.

Dallas Pets Alive!: Muttbombing

Todd Wilkinson

Sometimes the most heartfelt and fortuitous collaborations in advertising happen by accident. Occasionally, they also result in worthy causes that impact society far beyond anyone's wildest dreams.

Such is the remarkable story of Dallas Pets Alive! (DPA) and the powerhouse Hispanic marketing agency Dieste. Their laudable social engagement campaign, aimed at helping creatures on four legs know the joys of human companionship, won the grand prizes in digital media and significant results categories at the 2014 ANA Multicultural Excellence Awards.

"Muttbombing," the title of their innovative campaign, brought yet another new word to...

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