Dog owners love their dogs and wish they could live forever. We saw this as a great opportunity to tell them how pet neutering increases life spans – by reducing the risk of pets connecting a number of life-threatening diseases.We went against traditional media where the ad was likely to get lost and have no effect at all, and decided to meet them where these people are most perceptive. At the park when they are enjoying their dogs.To make our message even more memorable, we dressed up our dog as a tortoise – an animal well known for its long life span.