To raise awareness of Guide Dogs’ Sponsor a Puppy programme, we gave Buzz, a 12-week-old guide dog puppy with star potential, a hero’s introduction with his own big-screen-inspired debut.
In a nod to his much-loved space ranger namesake, we created a playful, picture-led campaign that placed Buzz in a world of cloud-print walls, colourful blocks and a hand-drawn cardboard town.
The timely cultural hook helped make Sponsor a Puppy feel fun, relatable and media-friendly, encouraging dog lovers to follow Buzz’s journey and sign up to sponsor a guide dog puppy like Buzz.
Backed by research showing 83% of people with sight loss feel more confident with a guide dog, the campaign linked Buzz’s future journey to the real impact of Sponsor a Puppy.
The campaign secured over 15 pieces of coverage so far, including 10 national outlets, taking Buzz’s story to infinity and beyond.
