Guide Dogs "We need each other" by Karmarama

Guide Dogs, known primarily for its canine services, is promoting its wider range of work with a "people-first" brand campaign.

The charity aims to increase the number of people with sight loss that it supports from 200,000 to 500,000 by 2023. An ad focuses on the relationship between a father and daughter, playing out an everyday family scenario in which the girl describes the football match she is playing in to her dad who stands pitchside with other parents. The work was created by Zach Speight and Harriet Wiltshire and directed by Max Fisher through Outsider.

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