The Muttley-Crew
Introducing The Muttley Crew — hat wearing, tattooed, pierced and bearded humans — to train Guide Dog puppies for everyday life.
The brief
To help Guide Dogs recruit Puppy Raisers and to position the organisation as the dog behavioural experts.
The strategy
Highlighting dogs' quirky and some might say un-inclusive behaviours to get people talking.
The idea
Revealing dogs' disdain for everyday characteristics like beards, piercings, and tattoos.
Importantly helping our puppies overcome anti-social behaviour by recruiting and exposing them to all kinds of humans.
Using social to harness the relatable insight and share hilarious stories.
The results
135 pieces of coverage alongside Guide Dogs' most engaged social post of 2024. PR Week Low Budget Award.
Credits
Client: Guide Dogs
Agency: Tin Man