We created PSA style videos to represent both those who’d been cheated on - and those who did the cheating - showing that despite their difficulties with human relationships, they’d filled the void with adorable rescue dogs. The dogs featured in the videos could be adopted with a single click. We then shared ‘dating profiles’ reminiscent of Ashley Madison profiles for the rescued dogs.

In under two weeks, the team took the news of the leak and created two scripts and shot the videos with real rescue dogs, saved from the shelter that very day. The result was two :90s videos, with cut downs of each for social. We worked with Rescue Dogs Rock to post these videos to their popular Facebook, Youtube, and Instagram channels. Without any media budget and minimal PR, the videos had over 30,000 videos on YouTube alone and Rescue Dogs Rock received countless emails thanking them for the films.

With absolutely no media budget and very little PR, the videos accrued over 30,000 views on YouTube, were covered in 27 pieces of media, reaching approximately 347,000 people, with Upworthy, the go-to company for making uplifting content viral, saying that this campaign “won the internet”. It was also shared on social 8.09k times, allowing for all three rescue dogs to find their forever homes in no time.