The Animal (O.N.G) Campaign Saves Canines from Death Row

By: Meghan Young - Published: Nov 19, 2012 • References: tbwa & ibelieveinadv
The Animal (O.N.G) campaign likens a shelter dog's sentence to that of a death row inmate. Besides the obvious differences, one of the biggest happens to be the fact that many of these dogs haven't done anything wrong. Instead, they have simply received the short end of life's stick. But with the help of kind adopters, these dogs will not have to enjoy a last meal, as stylishly depicted in the Animal (O.N.G) campaign.

Conceived and executed by TBWA/ an ad agency based in Lisboa, Portugal, the Animal (O.N.G) campaign reads, "Adopting a shelter dog is getting him out of death row." It was art directed by Isaac Afonso with creative direction by Leandro Alvarez, illustrations by Marzia Carre and photography by the talented Nuno Correia. Stats for Doggy Last Meal Ads Trending: Older & Chilly
Research: 832 clicks in 183 w
Interest: 0.7 minutes
Concept: Animal (O.N.G) Campaign
Related: 68 examples / 52 photos
Segment: Males, 18-55
Comparison Set: 25 similar articles, including: layered patriotic beverages, aromatic herbal inhalers, and supercharged motorsport cars.