Agency Reimagines the #WhatTheFluffChallenge With a Dog Influencer to Help Curb Animal Abandonment

It’s been hard to miss the #WhatTheFluffChallenge on social media in recent weeks. It goes like this—a pet owner stands in a doorway, hiding behind a blanket, while their dog or cat looks on eagerly. The human then runs to hide while simultaneously dropping the blanket, making it look as though they have disappeared and leaving their confused pet to ask, “What the fluff?!” Of course, the human always returns after a few moments to the relief of the perplexed pet.