MY DOG®’s mission is to make the world a dog-friendly place – a place where people and their pets can always be together.
So when the agency team heard that the City of Yarra Council in Melbourne had announced a stringent policy targeting dogs in pubs, it recognised a tactical opportunity for MY DOG®.
These fresh regulations disrupted a long-standing tradition cherished by local dog owners. Their four-legged friends were suddenly prohibited from joining them inside their beloved local pubs, leaving them with limited access to outdoor areas. And the announcement sparked a passionate and widespread outcry from both local residents and devoted dog enthusiasts across Melbourne.
In response to this disheartening news, our objective was clear: To swiftly devise a canine-inspired plan that would lift social sentiment amongst disgruntled dog owners.
