Do you hear what I hear? Most days, it involves the soft pattering of puppy paws across the floor. That’s because Vladimir Jones is what you’d call a dog-friendly office. And that’s an understatement.
So, when the joyous season rolled around, and the annual holiday agency card mania started up again, we wanted to make a project that would help a group near and dear to our hearts: dogs. But not just any dogs. The thousands of shelter dogs that are in need of a home.
Once we knew our cause, we had to figure out a way to get people to listen. We knew Underdogs Animal Rescue would get more buzz and better results if we tapped into the high popularity of online videos starring animals in costumes. And at the same time, we could leverage the nostalgic appreciation of Christmas movies everyone loves watching year after year.
Dogs + costumes + Christmas? What better combination could there be?
With our concept fully formed, we then teamed up with Ironsmith Films (who generously donated their time) to recreate some of those beloved holiday movies, with adorable dogs from Underdogs Animal Rescue. From the Grinch to Rudolph to Buddy the Elf, these canine companions got into character and reenacted scenes we know by heart. The best part? (Apart from getting to play with dogs all day on set?) The dogs starring in each video were featured in the credits and could actually be adopted by viewers.
And it was a hit! Adweek put our Holiday Hounds videos on their list of Top Agency Holiday Cards of 2017. FOX31 and The Denver Egotist picked it up. And the Facebook fans of both VJ and Underdogs Animal Rescue had nothing but rave reviews. Overall, our videos had 75,000+ impressions. Not bad for having all organic social posts and zero paid media. It was yet another instance where the story drove the results. After all, wouldn’t you click on the headline “Adorable Dogs Reenact Holiday Films”? Turns out you’re not the only one.
But we didn’t do this project for the people. We did it for the pups. And the good news is that 13 out of the 18 dogs featured in our videos have been adopted.
Christmas is a time for kindness and cheer. But in the often dog-eat-dog (pun intended) world of advertising, it’s easy to forget that our industry has the opportunity to use its powers for good. That our talents for spreading the word and communicating with a larger audience can benefit causes that benefit everyone. But it’s that kind of work that makes us proud. And it’s that kind of work that we at VJ hope to do more of. Because it’s that kind of work that brings joy to the world.
P.S. If you are interested in adopting or fostering a dog, there are still cuddly canines that need a home! Visit underdogsrescue.org.