TMW Unlimited has put real life families and their pooches at the heart of a new campaign for Dogs Trust, which aims to raise awareness of the problem of dog theft. The film highlights the shocking fact that there are 2,000 incidents of dog thefts from homes each year and urges viewers: "Let's keep the family pawtrait complete."
Various dog owners are shown having 'family pawtraits' taken, with their four-legged family member taking pride of place. When asked what their pets mean to them and to contemplate what it would be like if their dogs were stolen, the response is that it would be akin to an abduction of one of their family members. It is part of a wider campaign that Dogs Trust is running to encourage dog owners to keep your dog "safe, spottable and searchable". At the same time, the charity is urging the Sentencing Council to hand down sterner sentences for people found guilty of dog theft.
The video will run on social channels starting late February, backed with print and digital assets for use in Dogs Trust's owned channels. A photo album highlighting the gap that dog theft leaves in families is being sent to the Sentencing Council.
Creative Director: Jamie Coggans
Art Director: Fluff Higgins
Copywriter: Brittony Collins
Account Director: Anneli Shiel
Group Account Director: Jackie Bee
Agency Producer: Millie Campbell-Graham
Director/Production Co: Recipe
Editor/Post Production/Sound Design: Chris Moore/TMW Unlimited