Tasked with building big-time buzz for a good cause on a budget of $1,000, four interns at BBH New York unleashed a doggone adorable Facebook Live event, produced in partnership with Social Tees Animal Rescue.
During last Sunday’s two-hour livestream, about 1,000 users interacted with adoptable shelter pups using “likes,” “loves” and emojis that respectively generated hugs, belly rubs and emoji-inspired chew-toys for the dogs. Also, all comments were read out loud. (“You’re a good boy! Yes you are!” proved especially popular.)
Watch the video to O.D. on cute canine capering:
Argh! Can’t breathe! Too much adorbs!
“We found that foot traffic was down at local animal shelters and wanted to find some way to bring the pet shop window to everyone,” intern Victoria Lainez tells AdFreak. “We were intrigued by the interactivity of Facebook Live. We thought it was a new way to engage with people and a good way to bring the shelter experiences onto people’s screens.”
In the concepting phase, “We were thinking about kittens,” says intern Cameron Tribe, “but our CDs said ‘nope.'”
Sorry, Mittens, maybe next year.
“We learned the difference between a good and a great idea, and what it means to see a task through despite all the roadblocks,” Tribe says. “For the future, we know a lot more about staying late and starting over.”
Hey, this is advertising. No one goes home early without a pink slip!
During the livestream, Timmy, a 12-week-old wiggly-jiggly Lab-Dachshund mix, found his forever home. Aww, you’re a good boy! Yes you are!
BBH’s summer internship program ends today, and most of the PuppyPlay team members are preparing to resume their studies in the fall.
Except for Jacob Sussman, the project’s producer, who recently graduated with a B.A. in film studies from Wesleyan University. He’s seeking an agency or production company adoption ASAP.
Somebody, toss that kid a bone!
Art Director: Cameron Tribe
Copywriter: Adam Rathbun
Producer: Jacob Sussman
Account/Strategy: Victoria Lainez
Creative Direction: Dean Woodhouse and Hugo Bierschenk
Art Direction: Alex Thompson
Copywriting: Alanna Watson
Producer: Christopher Galvin
Account Management: Johnny Skwirut
Comms Planning/Strategy: Zack Green