Campaign details

Brand: SNIFF
Brand owner: SNIFF
Lead agency: TBWA\RAAD
Country: United Arab Emirates
Industries: Charities & voluntary organisations
Media channels: Online video, Social media
Budget: 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 shelter dogs. The only way to put a stop to the bloodbath was to show the world that old dogs can not only master traditional doggie tricks, but can even learn to love football.

To overcome this challenge, SNIFF decided to target a specific audience, one that understood tricks better than anyone else: football fanatics. We fought this misconceived statement, changed beliefs, and most importantly, found warm homes for homeless dogs.

Market background and cultural context

One mission: Find homes for homeless pets