Anastasiya Dubrovskaya
Business Director at BBDO Russia Group
Moscow, Russia
Title#TakeMEMEhome
BriefShelter dogs are sometimes perceived as sad and dull. So to display their lively and unique characters, relatable memes were created that made people laugh and gave them something in common with the dogs. Based on real shelter dogs’ personalities, unique content was created for each dog and seeded across thematic communities on social networks: running addicts, workaholics, foodies, beauty enthusiasts, parents, movie lovers and so on. As soon as someone shared or commented, the shelter dog "replied" to the user and suggested they could make each others' lives better.
Agency
Campaign #TakeMEMEhome
Advertiser Mars LLC
Brand Pedigree

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PostedNovember 2019
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