BMP DDB launches a major campaign for Battersea Dogs’ Home next
week, with three press ads carrying the line: ’Everything for the
The ads avoid the traditional charity ad approach of black and white
doom and gloom. ’Dustbin’ shows a cute dog sitting hopefully in front of
a large stainless steel fridge-freezer.
’Doorbell’ has a dog sitting alert on a beautiful white sofa and
’exercise machine’ pictures a golden retriever waiting to be taken for a
All the appliances come with a price tag of pounds 50 - the cost of
buying a dog from Battersea Dogs’ Home.
The campaign was written by Simon Veksner and art directed by Nick
Allsop, who discovered that Battersea Dogs’ Home insists its dogs only
go to spacious homes with gardens.
This gave the team the idea of portraying the dogs in upmarket domestic
settings, with the humorous proposal that a dog can add that extra
finishing touch to even the nicest house.
Media on the campaign has been planned and bought by Rocket.
The agency’s strategy is to advertise in home-interest magazines and
local newspapers such as The Reading Chronicle.
The idea is to reach people who most probably have nice homes and would
be in a position to take on a Battersea dog.
Photography for ’dustbin’ was by Neil Hurley, ’doorbell’ was taken by
Chris Tubbs, and ’exercise machine’ was commissioned on behalf of
Country Homes & Interiors magazine. Typography is by George Damerun.
Retouching and print production were provided by Masterpiece.
Everyone involved in the creation of the campaign donated their services