Golden Award of Montreux, Talent Award Finalist
Graphis New Talent, Silver
Ads of the World, Selected and Published
You Can’t Beat a Search Dog
Client: National Disaster Search Dog Foundation
Insight: People don’t know how skilled search dogs are.
Big Idea: Dogs are better people finders.
Copywriter: Lang Delapa
Search dogs beat humans at finding people. To prove that, we're having humans race against search dogs to find people in video games, mazes, and Where's Waldo matches.
Hint: The dog always wins.
Logo Redesign
People don't know the impact of a search dog. They certainly don't know what SDF stands for. We redesigned the logo to make the foundation's goal clear.
Old logo
New logo
Maze: Experiential
A pop-up outdoor maze in a heavily trafficked public park. Search dogs and humans compete to finish first–but we’ve taken advantage of the dog's sense of smell to make sure the dog wins, every time. The maze features moving walls that are changed each round for a unique path. For every new round, a person will complete the maze and remain at the end, creating a scent trail for the search dog to follow.
The search dog will inevitably beat the human everytime, proving their keen sense of smell.
Where's Waldo IRL: Experiental
In a life-sized Where’s Waldo game, people search for Waldo in Times Square to prove their people-finding skills. The catch? They’re competing against search dogs. Whose sense of smell makes them way better at finding people. Waldo will hide in the busy crowd.
Both the search dog and the human will wear GoPros to broadcast real-time footage of their exploration onto a large screen, so passersby can watch the competition. As the humans and dogs search for Waldo, their POV is broadcast on a large screen so passerby can follow the search in real time.
Since they can follow anyone’s scent trails, the search dog would find Waldo quickly.
Fortnite: Digital
Once the human finds Waldo, their final times are revealed. The screen will switch to reveal why the dog was able to beat the human so easily.
