Blue Cross launches touching ‘I will Survive’ campaign » Charity Digital News

Blue Cross launches touching ‘I will Survive’ campaign

We love M&C Saatchi’s first campaign for Blue Cross animal charity, which is guaranteed to tug on the heartstrings of any dog lover. Centred around the story of an abused dog called Baxter, the ad follows the pet plucking up the courage to leave his owner and find a new home whilst singing Gloria Gaynor’s ‘I will Survive’.

“Hi, I’m Baxter!” the charity’s website says. “My last owner didn’t love me and I knew I just had to get outta there. At first I was afraid, I was petrified. Kept thinking I could never live without him by my side… Ahem, you know the rest.”

The Blue Cross tweeted a selection of photos of pets ‘paw-bumping’ to show their support for the campaign using the hashtag #Suppawt.

The ad was created by Dip Mistry, Rob Graves-Morris, Orlando Warner, and Joe Miller at M&C Saatchi. It was directed by Dom Hawsley and Nic Goffey out of Outsider.


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