Protecting dog owners' pups, hearts and wallets

Collars and tags aren’t just the height of canine fashion. Without one, owners risk a hefty fine and the very real chance of losing their much-loved mutt. And yet 1.16M dog owners in the UK have not registered their pups.

Using love (not shame) to motivate people to collar, register and chip their dogs, we created a memorable melody to remind them of what they'd be missing if they lost their precious pooch.

The song and music video struck a chord on social media and through an ongoing OOH campaign, with increased orders of collars and tags from the charity’s online store.