The Ask:
The BC Beavers are an up and coming women’s lacrosse team who just came from a miracle season winning their first-ever championship.
They now have a gazillion dollars to spend any way they want to and are looking to make some noise on the world’s stage.
Apart from being world-class athletes, the BC Beavers would like to give a voice to a cause they are truly passionate about - Animal Welfare.
They want to use their newfound fame for good and bring attention to their cause by featuring rescue dogs front and centre in the national ad campaign.
Insight:
The BC Beavers were always considered the ‘underdogs’.
Despite its negative connotations, everyone wants the underdog to succeed.
So how can we make every underdog into a ‘top dog’?
The Idea:
Beaver. Believe Her.
We will showcase the BC Beaver athletes in action along with rescue dogs who are available for adoption in a massive OOH campaign. This campaign seeks to illustrate the similarities between the raw force & athleticism of the BC Beavers athletes with the strength and agility of these rescue dogs.
