We held a series of interviews with real candidates applying for a role that requires the same job dedication that is expected of a successful Guide Dog; working 24/7, never taking holidays, training for 10 years and foregoing financial payment. We cut together the best moments for this ad and posted the most entertaining interviews on a Guide Dogs YouTube channel.

Our campaign resulted in a 35% click-through rate; a 29% rise in site visits; and most importantly, a 20% increase in donations on 2009What’s more, we did it all for $40,000AUD. Production, media, everything.