Animal Rescue Group Launches Emotional Brand Campaign

Animal Rescue Group Launches Emotional Brand Campaign
Published: February 23, 2024

Battersea Dogs & Cats Home, a beacon of hope for animals in need for over 160 years, has unveiled a new brand campaign, "We're All In, For Them."

The initiative delves beyond the walls of the animal welfare charity’s renowned centers, showcasing the organization's unwavering dedication to going the extra mile for every dog and cat to ensure they receive the best possible chance at happiness.

The campaign's centerpiece is a heartwarming short film titled "The Bond," directed by Hector Dockrill. It tells an emotional journey of how new Battersea staff member Tommy forms a special connection with nervous rescue dog Lucy.

The film shows the transformation of both man and dog, and the message of healing resonates through impactful scenes and the sentimental lyrics of the song “Home Again” by Michael Kiwanuka.

Lucy, through expert care and unwavering love and patience, blossoms into a confident companion ready for her forever home.

Likewise, Tommy is seen overcoming his shyness and gaining friends at his new workplace. In the end, Tommy and Lucy have both found their new homes.

The short film concludes with the message, “However they need us, wherever they are, we’re all in, for them.”

The full ad and its two-minute version will be broadcasted on BVOD and shared on social media and other digital platforms.

The "We're All In, For Them" campaign includes OOH ads in eight unique designs.
The eight versions of Battersea's print ads for its new campaign (Source: Battersea).

The “We’re All In, For Them” campaign is in collaboration with branding agency New Commercial Arts. It also covers nationwide Out-of-Home (OOH) advertising.

While "The Bond" perfectly captures the essence of Battersea's mission, the campaign’s print ads features cute rescues with witty messages.

“Every day, our staff and volunteers go all in for the dogs and cats we support, not just at our centres where we rehabilitate and rehome thousands of animals each year, but across the UK and overseas, too, through our training, campaigning, funding and more,” Sarah Matthews, Battersea’s director of marketing & communications, said.

By combining emotional storytelling with impactful visuals, "We're All In, For Them" is sure to resonate with animal lovers and encourage further support for Battersea's vital work.

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