Guide Dogs

CREATING EQUALITY

CHALLENGE
Guide Dog’s mission is to provide equal opportunities and rights for people with sight loss. A key part of that is the training and provision of the guide dogs themselves, so the charity’s Sponsor a Puppy scheme is a vital source of income. Campfire were asked to produce a new DRTV ad to raise regular income and awareness of the product.

APPROACH
We wanted an approach that evoked a powerful emotional response. So, we made it all about joy. The absolute joy a sponsor feels as they watch their puppy grow and learn. The joy that someone with sight loss experiences as their guide dog helps them discover new confidence. By telling the story from both viewpoints, we’ve produced a successful film that has worked doubly hard to attract new sponsors.