Challenge

Create an exciting and fun advertising campaign that exemplifies the spirit of Nuts for Mutts, and that generates a large attendance at this year's public event.

Background

Nuts for Mutts: The Show is an annual public charity event that raises funds for New Leash On Life's Lend A Paw program. This program is designed to rescue dogs from shelters, and train them to be companion or therapy dogs for children with autism. Take the Westminster Dog Show, add a lot of goofy fun, and replace their categories with something a little less traditional like "Fastest Eater" and "Best Kisser," and you have Nuts for Mutts! The success of New Leash On Life and their Lend A Paw program relies heavily on attendance and registration to this one-day event.

Solution

Zumablue wanted to drive the message home of a fun-filled day of dogs, celebrities, music and amazing prizes. Honing in on the aspect of non-traditional show categories, Zumablue took it a step further in their advertising campaign by creating new and zany categories, like "Hairiest Ears," to grab the public's attention and convey the overall appeal of the event. A series of color and black-and-white ads were strategically placed in several magazines and newspapers, and mass-mail pieces were also developed to support their print and radio campaign. Zumablue also designed original and unique shirts and other apparel to keep the organization visible throughout the year.

Results

Nuts for Mutts: The Show 2007 had one of the best turnouts in the organization's history. It helped raise the funds necessary to rescue, train and place companion dogs for autistic kids. Zumablue's advertising campaign for Nuts for Mutts targeted the exact audience: Passionate dog lovers who like to have fun!

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