MISSION: Convince people that registering their dogs is an intelligent thing to do.
INSIGHT: 70% of Denver's dog owners don't register their animals. If lost, their pet are taken to the pound rather than returned to their home, which is a traumatic experience for both the pet and its owner.
IDEA: Your pet is not as smart as you think. You have to be the smart one.
RESULTS: Pet registration in Jefferson county increased by double digits and interestingly, pet adoption did, too. Sometimes, the right idea throws you two bones.
NOTE: Adam Nelson and I produced this campaign pro bono through Barnhart Communications. Special thanks to agency president and fellow dog lover Bill Shumacher for bringing in the assignment. Art direction was handled by Adam Nelson. The taxi photo was shot by Austin photographer and fellow animal lover, Randal Ford. All other images are stock.