The Humane Society Gives a Dog’s Eye View of Life on the Streets

By Bob Marshall 

From the Animal Humane Society and Carmichael Lynch comes “Law of the Paw,” a new campaign that seeks to persuade pet owners to adopt, spay/neuter, and tag their animal companions.

To support the campaign’s launch this week, Carmichael Lynch created the above video titled “Magpie’s Story,” which uses POV filming with a PENTAX Q camera to capture the hard life of a stray on the mean streets. Watching this will undoubtedly be a gut-wrenching experience for pet owners, who will immediately consider how frightened and confused their pet would be should it get loose and have to survive in the urban jungle, where deceptively deep water and homeless guy kicks are prevalent. Luckily, Maggie’s story is a happy one, where a trip to the shelter results in her getting adopted by a very enthusiastic boy. In a statement, Laurie Brickley, director of marketing for the Animal Humane Society, says “The story of Magpie is a rare look into the life of a homeless dog. This piece will hit home for so many animal lovers and encourage them to help save a life and that’s the heart of the Law of the Paw movement.”


Also included in the campaign are outdoor installations which will appear around the Minneapolis area, including “FOUND” animal posters near humane societies and cardboard doghouses with signs that encourage passerby to end pet homelessness. Credits follow after the jump, and view the campaign website here.

Carmichael Lynch

Dave Damman: Chief Creative Officer

Joe Grundhoefer: Director of Integrated Production

Ellie Anderson: ACD/Copywriter

Michael Rogers: ACD/Art Director

Phil Jones: Art Director

Ellie Lundborg: Project Manager

Erika Collins: Account Executive

Futuristic Films: Production Company

Richie Smyth: Director

Brendan Kiernan: Executive Producer

Justin Moore-Lewy: Executive Producer

Matt Harton: Producer

Zoran Popovic: Director of Photography

Ivan Andrijanic: Editor

BWN: Music House

Original Music by Jack Ventimiglia, BWN Music.

Sound Design and mix by Dan Kramer, BWN Music.

Producer Laurel Turek BWN Music.