Research from animal charity Blue Cross found that the number of ‘handbag dogs’ that needing rehoming had increased 120 per cent over the past five years. Pitch devised a clever hoax to draw attention to the issue for online fashion platform Lyst, which wanted to be known as a brand that ‘did things differently’.
Lyst announced it was selling dogs as fashion accessories with a new Canine Collection – and users could browse for puppies by breed, cuteness and size.
For the two days it was live, the campaign dominated social and traditional media and sparked significant debate among animal lovers and fashion fans.
Judges’ comment
A cheeky and creative snap campaign, designed to drive awareness and highlight a serious issue
Highly Commended
Avon’s True Colour Perfectly Matte Lipstick is more matte than MAC – Avon Cosmetics
Finalists
The Magnificent Seven – Unity and Marks & Spencer
The Vision Express Vision Van – The Vision Express
The First Facebook Film Premiere – Weber Shandwick for Belstaff
