Here’s one for fans of Christmas ads that make you cry. VCCP Blue tells the story of a little boy’s heart-warming quest to find a home for the dog, Kira, in its campaign for the UK’s Dogs Trust. (Kira is a real-life rescue dog from Dogs Trust.)  The campaign is built on the insight that people don’t just love dogs; they go to extraordinary lengths for them. Not because they have to, but because it is part of who they are. By celebrating this shared commitment, Dogs Trust aims to inspire audiences to recognise that the ultimate expression of dog love is giving a rescue dog a forever home, while keeping the charity’s rehoming mission front of mind during the festive season.

The 60-second commercial, Kira Needs a Family, was directed by Charlie Thorne through VCCP’s Girl&Bear Studios. Its idea came from VCCP creatives, Keilan Grant and Ben Parmenter.

The full campaign covers TV, video-on-demand (VOD), cinema, social media, digital display, out-of-home (OOH), audio, radio and ad pause placements from today until December 31 across the UK, including placements across Channel 4, ITV, Sky, Netflix and Disney+. Media strategy, planning and buying is handled by the7stars, with digital activity led by Propellernet. Both agencies have also created individual media partnerships to build Happy Places for dogs this Christmas further. The Academy PR is supporting the campaign’s wider public relations activity.

Owen Sharp, chief executive at Dogs Trust, stated, “At Christmas, the importance of family is more significant than ever to many.  We know that dog lovers, just like Jack, believe that no home is complete without a dog and will go to extraordinary lengths to help ensure that all dogs have a happy home to call their own. At Dogs Trust, we believe that every dog deserves a happy place – at Christmas, and for life.  We want our advert to shine a light on the thousands of dogs across the UK who are currently in rehoming centres or foster homes, patiently waiting for their new family.” 

Ross Neil, executive creative director at VCCP, added, “As a challenger agency, we believe in the power of an unconventional spirit. With Kira Needs a Family, we wanted to bring Dogs Trust’s purpose to life through one child’s determination to make a difference. Jack’s mission shows how a seemingly small act of commitment can have a huge impact, while celebrating the extraordinary things dog people do simply because they love dogs.”

Credits:

Client: Dogs Trust 
Client Team: Josh Booth, Rosie Baker, Kristie Woodhouse

Advertising Agency: VCCP Blue 
Executive Creative Director: Ross Neil
Creative Directors: Tori Fannon & Jade Sturman 
Creatives: Keilan Grant & Ben Parmenter 
Managing Partner: Ed Maxwell 
Account Director: Lucy Williams
Account Manager: Katie Shea
Group Planning Director: Matt Wyatt 
Planner: Lucy Rowland
Creative Producer: Jack Higgins

Production Company: Girl&Bear Studios
Director: Charlie Thorne
Executive Producer: Simon Plant
Producer: Chris Cable
DOP: James Blann 

Online Post-Production: Girl&Bear
Post Producer: Alex Aarons

Editing: Work Editorial
Producer: Franki Elster
Editor: Elena De Palma
Hybrid Editor: Tom James (Girl&Bear)

VFX: Covert
VFX Supervisor: Giles Toller
Executive Producer: Ben Dubois
Producer: Kirsty Ratcliffe

Grade: Company 3
Colourist: Dan Moran

Sound Design & Audio Post-Production Studio  (AV): Sounds Good 
Sound Engineer: Martin Leitner

Audio Post-Production Company: (Radio) Girl&Bear
Sound Engineer: Emily Vizard

Audio Post-Production Company: (Cinema mix) Jungle Studios 
Sound Engineer: Stuart Allen-Hynd

Photographer Agency: Kintzing
Photographer: Alex Bingham

Media Agency: The7Stars
Digital Agency: Propeller Net