DRTV Strategy and Messaging Platform
Approach and Concept Development
Film Production, Direction, Social Content, Digital Ads
We created this value exchange DRTV campaign to launch Battersea’s exciting new Rescue symbol. The campaign is part of their Wear Blue for Rescue movement, which offers a way for animals and animal lovers to show their love for rescue – and help to change perceptions from damaged to desirable!
The value exchange DRTV advert encourages audiences to join the movement by requesting a free badge or tag. Keen to avoid traditional and upsetting images of rescues in kennels, we centred the story on the authentic and unique relationships between rescues and their owners.
The concept is inspired by the breakthrough moments that people share with their rescues. For example, the first time your new best friend sat on your lap, or greeted you as you returned home. The film brings this to life through one single universally relatable story. It also features portraits of more partnerships to simultaneously build a sense of community.
In addition to the main film, we created a series of social media assets as part of the wider integrated campaign. These build even more momentum, encouraging audiences to get involved in the national movement with hero messaging and calls-to-action.
As a result, Battersea have received a surge of SMS responses, and we can’t wait to see the campaign become a nationwide celebration of all things rescue.