SNIFF: Clásico Dogs

Dog rehoming charity SNIFF turned rescue dogs into football stars in a social media campaign to boost adoption rates in the UAE.

Campaign details

Brand: SNIFFBrand owner: SNIFFLead agency: TBWA\RAADCountry: United Arab EmiratesIndustries: Charities & voluntary organisationsMedia channels: Online video, Social mediaBudget: No budget

Executive summary

You can't teach old dogs new tricks. That's what people falsely believed and that was the reason why UAE residents preferred buying new dogs rather than adopting. Dog shelters were overcrowded and innocent homeless dogs who couldn't find homes were being euthanised.

SNIFF, a non-profit animal rescue group in the UAE, took matters into its own hands and decided to change behaviour towards...

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