SPCA and Mini Countryman’s ‘Driving Dogs’ campaign a success via DraftFCB Auckland
Monty, Porter and Ginny, three New Zealand SPCA dogs have helped shelter and rescue dogs all over the world by proving that you can teach an SPCA dog new tricks On Monday night, NZ time, Porter a 10 month old beardie cross and Monty, a giant schnauzer cross, both drove a MINI Countryman down a race track and turned the corner to the delight of the trainers who had spent eight weeks teaching the three dogs to drive in a campaign via DraftFCB Auckland.
Says Christine Kalin, SPCA Auckland CEO: “We are absolutely delighted that the public has been able to see first hand just how gifted, talented and intelligent SPCA animals really are. Monty, Ginny and Porter have been outstanding ambassadors for the many animals sitting in SPCA shelters throughout the country and the world waiting to find a home.
“We hope that people will take the ‘driving dogs’ message to heart and that SPCA dog’s will be their first choice, not only because they are smart and intelligent, but because they have been abandoned and deserve a home. Summer is also an ideal time to get a dog so we hope to see lots of visitors at the SPCA who can provide ‘homes for life’ for these gorgeous animals.”
The project, a collaboration between SPCA Auckland, renowned animal trainer Mark Vette, director of Animals on Q, MINI New Zealand and DraftFCB began just two months ago when three SPCA rescue dogs; Monty, Porter and Ginny were selected from SPCA Auckland. The objective was to change some common misconceptions about rescue or shelter dogs. They were rehoused at Animal on Q headquarters and began the training process.
Says Vette: “Monty, Porter and Ginny are great dogs each with their own distinct personality. You wouldn’t believe any dog could learn to drive a car on its own but we’ve proven through our understanding of animal psychology and our specialised training methods that intelligent creatures can adapt to the situation they’re in. It really is remarkable and we are so proud of the achievements of our dedicated training team and the incredible SPCA driving dogs.”
MINI has long been a supporter of the SPCA and this year, Simonne Mearns, MINI brand manager New Zealand tasked MINI’s advertising agency, DraftFCB to develop a campaign for the SPCA that would really make a difference.
Says Mearns: “The campaign has been a monumental success with people talking about SPCA rescue dogs in news and social media, all over the world. We hope the fact that Porter, Monty and Ginny have learnt to drive a MINI Countryman will encourage people to make the SPCA the first choice when adopting a dog.”
Says Kalin: “Ultimately the aim is that an SPCA rescue dog will become top of mind and top choice for people thinking of adopting a pet. We’ve seen many people rewarded by the gratefulness of an SPCA rescue dog after adoption and we hope everyone considers the SPCA as an adoption option.”
New Zealanders can find out more about the dogs by visiting drivingdogs.co.nz where they can meet Monty, Porter and Ginny online, watch videos of the training, and find out about their local SPCA and how they can adopt. They can also follow the dogs on Twitter @drivingdogs #drivingdogs or subscribe to the YouTube channel here.
5 Comments
This campaign is brilliant. Heartwarming, memorable, shareable, and will sell Mini’s and, more importantly, save a lot of dogs’ lives.
Well done guys.
Good on so many levels – well done to all involved.
This is so good. So good.
Such a terrific campaign. Work in advertising and love really smart campaigns that will generate public comment and appeal to such a wide audience for a good cause…and what could be better than driving awareness of Dog adoption this close to Christmas.
Love this.