As part of Different Dog's brand awareness activity, I came up with the original concept for our 'Have You Seen This Dog?' campaign. Inspired by traditional missing dog posters, the idea was to take a familiar, instantly recognisable format and give it a playful twist – these dogs weren't missing, they were thriving!
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 over 1,000 competition entries, helping to introduce Different Dog to a wider audience in a fun and memorable way.
