If dogs can drive, there's no such thing as second class / SPCA "DRIVING DOGS"

The problem

In New Zealand, SPCA was up against a stubborn bias: that shelter dogs are flawed, second-class animals. In reality they were clever and perfectly trainable, but that truth wasn't getting through, and adoptions were stalling. MINI, a longtime supporter of SPCA, asked DraftFCB Auckland in 2012 to create a campaign that could break down this wall.

The insight

No matter how many times you say "they're smart" in words, people won't believe it. So the only option was to show proof nobody could possibly doubt. In a meeting, copywriter Peter Vegas half-jokingly said, "Wouldn't it be funny if we got a dog to drive a MINI?" and the mood in the room shifted to "let's actually do this." That one moment was the whole idea.

The idea

They picked three shelter dogs—Monty, Porter, and Ginny—and spent eight weeks training them to drive under trainer Mark Vette. Using a modified MINI, the dogs were gradually taught to handle the steering wheel and pedals. In December 2012, they actually drove the car live on a popular news program. Accelerating, turning corners, and coming to a proper stop.

What happened

Within a week, the footage was watched by over 200 million people, and media in 41 countries covered it. Against a budget of just $30,000, it generated PR value estimated at $15 million. Interest in adoption rose 590%, and every single shelter dog at SPCA was taken in. The campaign was also recognized at Spikes Asia and D&AD.

Afterthought

When someone asked, "Wait, are they really going to drive? Not just for show?", the trainer paused for a moment before answering, "...I think they can." That uncertainty is really the whole story. Just the sight of a dog's front paws gripping a steering wheel was enough to tell the world that shelter dogs aren't second class—and that's incredibly moving.

Awards

• Cannes Lions Gold 2013

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