People walk past stray animals without giving them a thought. They might see one or two, or maybe even a handful, but Greece has an estimated 760,500 stray dogs and 2.07 million cats living on the streets.

McCann Worldgroup used Google Street View on real streets to make people aware that those few stray animals they see are a tiny part of a huge problem, that every animal deserves a proper address, one that is a home, not a landfill. For Athenian animal shelter, A Little Shelter, adoption is the only solution.

By featuring authentic snapshots from Google Street View, The Real Street Dogs campaign highlighted the harsh reality faced by stray dogs, making them the central focus of the print and social campaign.

Real Street Dogs achieved significant impact, generating over 1 million impressions across social media platforms. It captured public attention and sparked conversations about the stray animal crisis in Greece, with celebrities and other shelters generously reposting it to raise awareness. There was also another key result – 110% increase in adoption rates through A Little Shelter during the campaign’s launch.

Credits:
Creative Agency: McCann Worldgroup Greece
Executive Creative Director: Aleka Papadia
Creative Director: Panos Pagonis
Art Directors: Michalis Alexiou, Konstantinos Tsagkakos & Vivian Kalomoiri
Copywriters: Despina Karakosta & Eleni Perperidou
Music & Sound: Oxyzed