As part of Different Dog's brand awareness activity, I devised the concept for our 'Have You Seen This Dog?' campaign. The idea was to create a bold, playful and attention-grabbing campaign that sparked curiosity, celebrated the personalities of our dogs and encouraged owners across the UK to get involved. The premise was simple – have you seen this dog? Because if you haven't, you should. They're pretty amazing!
The concept was developed collaboratively with the wider team, evolving into a multi-channel campaign that invited dog owners across the UK to get involved. I worked on developing the visual direction and rolling out the creative across social ads, digital content, posters and national press advertising in The Guardian and Observer.
The bold typography, playful messaging and distinctive poster style helped give the campaign a consistent, recognisable identity across different formats.
The campaign generated around 2 million impressions on Meta and attracted 1000 competition entries, helping to introduce Different Dog to a wider audience in a fun and memorable way.
