Don’t think your dog needs a seat belt? You will when you know that he becomes a one ton projectile if you have an accident at just 50 km/h*.

It’s a clever way of making you consider a Škoda. It comes from Rosapark. In addition to the updated models that helped Škoda to increase its sales in France by 17.5% in 2018, the brand has designed a range of accessories that make life easier for its users – including a dog seat belt. And the new campaign continues Rosapark’s strikingly original thinking for Skoda. That thinking has led to campaigns like Ugly in the 90s, Station with a View and Mission to Mars.

The campaign film features Doug the dog. Doug is like your dog. He’s cute and he’s endearing. He’s also ten times bigger and weighs one ton.

Sacha Lacroix, managing director of Rosapark, commented, “This communication demonstrates, once again, Škoda’s dynamism and its ability to surprise, not to go where you’d expect. DNA that can be found both in its new models and in its innovations.”

Doug the Dog is accompanied by a Twitter campaign, in which Tweeters can post pictures of their dog using the hashtag, #DougTheDog, to see what their dog looked if it weighed one whole ton. The campaign is running on Facebook, Instagram, YouTube and LinkedIn.

*https://www.challenges.fr/automobile/actu-auto/skoda-anticipe-l-obligation-de-ceinturer-son-chien-en-voiture_69998

Credits: 

Agency: Rosapark
Co-Founders: Jean-Patrick Chiquiar, Gilles Fichteberg & Jean-François Sacco
Copywriter: Naïm Souilem

Art Director: Alexandre Delvert & Robin Lassalle
Managing Director & Director of Strategic Planning: Sacha Lacroix

Advising Directors: Julien Quidor dit Pasquet & Romain Bruneau
Account Manager: Charlotte Permasse
Strategic Planner: Alexandre Ribichesu
Social Media Manager: Thomas Vincenti

TV Production: Thomas Laurent
Print Production: Justine Dudognon
PR: Mélanie Colléou

Client: Škoda France
Client Team: Paul Barrocas, Marie-Charlotte Bosvieux, Céline Hahn & Stéphanie Cantau