Throw us a bone

We were invited by Mark Digital to be part of this groundbreaking interactive campaign to raise funds and awareness for the Sydney Dogs and Cats Home. Rather than stick to the typical approach of pulling at heart strings, Mark Digital wanted content that made people laugh, inciting them to donate through pure irresistibility. Frankie the Wonder Dog, who we designed and animated, prompted people to get their phones out and 'throw a bone' (or text a donation) to the huge outdoor screen; their name would then appear as a thank you and Frankie would perform one of several tricks, such as playing air guitar or a Matrix style fight sequence. Afterward an animated wallpaper was sent to the donor's phone.

The Throw us a Bone campaign for the Sydney Dogs and Cats Home won a Yellow Pencil at the 2009 D & AD Awards. This follows on from winning a Bronze Lotus against tough international competition at AdFest in 2009.

Congratulations to Genevieve Hoey and Hannes Ciatti, M& C Saatchi/Mark, Tigerspike and Moxi Sound who all made this great pro bono project happen.

Sixty40

Let it be work

Throw us a bone