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•  The Story

There are some projects you do because it's your job. Then there are those you take on because it's simply the right thing to do.

Darcy Bomford had created a nice little company making all-natural, organic treats for dogs. But like many of us, success in business wasn't really enough. He was looking for a way to create a legacy. To leave his mark. To make a difference. His passion was rescue dogs. Animals through no fault of their own that were on the block after being abandoned or abused.

The Plus One Movement was a grass roots initiative that he conceived to help feed these poor dogs in hopes of keeping them alive until a good home could be found. I was given the task of conceptualizing the overall movement and how it could be communicated in a compelling and authentic way.

I share his passion for dogs and we connected on the project. I developed the "I love all dogs" positioning line for the movement, which we also used for the URL. I also wrote a series of videos that we shot on 16mm film to create an emotional connection to the cause while encouraging people to get involved.

In addition to some print material used to inform people about the program, we created a comprehensive website which was designed to be the hub of activity for the viral campaign. One of my favourite parts of the site was a section I conceived called The Heroes. Here I interviewed owners who had adopted a rescue dog and penned their personal, and often poignant experiences since doing so.