Auckland Council had a problem affecting Kiwis. Dogs. The problem needed education – reaching a range of people, depending on whether it affected you, your dog or your neighbours’ dog. The solution had to be emotive. It had to communicate a variety of messages. And it had to shift behaviour as well as take on different responses – fear, complacency and anger. “Attacks from roaming dogs on people and other animals can be incredibly traumatic. And, it’s generally not the dog’s fault – it’s the owners who have allowed their dogs to roam,” explained Amy Walliss, Auckland Council’s head of marketing and publicity.
“We hope this campaign goes some way to educate those owners who don’t consider the potential consequences of allowing their dog to roam.”
Exit Films executive producer, Declan Cahill, stated, “When Angus approached us about collaborating with Auckland Council, our team at Exit knew it was worth getting behind. I believe he has created spots that carry emotional weight, whether told from the human, or dog’s perspective.”
Exit produced three films:
The council’s creative & strategy principal, Angus Hennah and director of the campaign, added, “Listening to how people are afraid to leave their homes, particularly in west and south Auckland, unlocked the simple power behind this campaign. And, to bring these stories to life with the team from Exit was a real privilege. Exit Films’ support for For you, your dog and your neighbours’ went the extra mile. Many of crew and post-production team are dog owners with a clear passion for trying to help us solve this problem.”
Credits:
Client: Auckland Council
Head of Marketing: Amy Walliss
Creative & Strategy Principal: Angus Hennah
Senior Specialist Brand: Janine Aagaard
Marketing Principal: Nichole Phelan
Specialist Marketing Production: Jess Lynch
Editor: Jasper Johnstone
Stills Photography: Jay Farnworth
Production Company: Exit Films
Executive Producer: Declan Cahill
Producer: James Watson
DOP: George Hennah
Sound: Liquid Studios
Sound Engineer: Craig Matuschka
Post-Production: The Rig
Colourist: Dave Gibson
Online: Glen Atkins
