Guide Dogs Queensland

Warm Fuzzies.

Guide Dogs Queensland needed a way to inspire more donors to sign up to their regular giving program. The solution stemmed from an insight identifying the ‘feel good factor’ as a key motivator. The concept would visually and physically symbolise the warm fuzzy feeling you get from giving, whilst simultaneously connecting that feeling to the real stories of people whose lives are improved everyday as a result.

The concept centred around a large fluffy couch that would provide an instantly recognisable setting to link each story. It allowed for both static photography and, when budget permitted, filming of real Guide Dog owners reminiscing about their experiences.

The campaign was predominantly amplified across social media with a ‘Warm Fuzzies’ couch tour in the pipeline, allowing the public to have their own warm fuzzy experience with the Guide Dogs puppies who would benefit from their support.