SHARON EDMONDSTON
We believe rescue pets
are in a breed of their own.
On November 22, 2023, we introduced the world to Rescuoodles, the newest breed of pet.
This rebrand of rescue animals aims to inspire the world to open their hearts and homes to these pets, while dispelling stereotypes about rescues. People often prefer designer breeds, especially 'oodles', over rescues. Our goal is to enhance desirability by reclaiming 'oodles' to signify 'abundance', showcasing the myriad reasons to adopt.
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To garner global support for this new breed, we partnered with TikTok, celebrity vets like Dr. Lisa Chimes, and A-list animal lovers to launch a strong campaign for rescues. Our ambition is for Rescuoodles to become a cultural icon, proudly representing rescue owners and driving adoption.
At the Sydney Dog Lover's Festival, we engaged with the animal-loving community, creating social content, interviewing attendees, and promoting adoption over shopping.
RSPCA. Rescuoodles
The Rescuoodles campaign quickly gained traction: content on TikTok garnered 15M+ views in less than 2 weeks. This surge drove over 500,000 visits to adoption pages on the RSPCA NSW website in November 2023 alone, marking a 70% increase in adoption searches compared to the previous months (Sep-Oct average). By November 2023, the Rescuoodles TikTok account had already amassed 10K likes.
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The Rescuoodles campaign not only captured attention but also provided future dog owners with oodles of reasons to adopt a rescue.
in the Top 3 campaigns of the year
Credits
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Agency: M&C Saatchi Sydney
Client: RSPCA NSW
Chief Creative Officer: Cam Blackley
Head of CX Strategy: Mel Lofts
Creative Director: Sharon Edmondston
Art Director: Jackson Elliot
Writer: Will Campion
Social Strategists: Clement Simon & Francisco Phillips