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.