Documente Academic
Documente Profesional
Documente Cultură
Client: SantaPaws.com
Project: Launching a Christmas themed campaign for SantaPaws.com
Prepared by: Emma Carlen carlen@usc.edu
Linda Ga Yoo gayoo@usc.edu
Waiyan Chan waiyanc@usc.edu
Product Name: SantaPaws
Logo:
www.SantaPaws.com
Print
Concept: “One life saved, two lives changed forever”
Print
Product: SantaPaws.com
Concept: “Jerry”
Jerry.
3 years old.
Blind in one eye.
Woman 2: (remorseful) "I didn't have the time to take care of her."
MVO: No matter what the reason for being given up, sadly shelters are just a temporary place for lonely
dogs to stay before they are put down.
[brief pause]
Visit Santapaws.com to find out how you can give a dog a forever-home.
TV
Concept: “The unsung heroes”
Super: SantaPaws.com
TV
Concept: “Rudolph”
(Fade to black)
Super:
’
Christmas is one of the toughest times for shelter
dogs. It doesn’t have to be that way.
(Fade to black)
Super:
Our dogs are not the prettiest. You won’t find them in any magazine ads. They’ve been through the
ringer a few times. And they might have a few bumps and bruises. A few scratches and scuffs.
Our dogs may not be the prettiest. But they have heart.
When you adopt a dog you save a life. You give them a home. A warm bed to sleep in. A loving
family to play with.
In return they will change your life. They will love you, protect you, and stay by your side.
In return for their life they will be your loyal companion.
They spend their last days on the inside looking out. Only no one is looking for them.
Make a change in the lives of these dogs by removing the barrier to a better life.
Time: 30 sec
Product: SantaPaws.com
SFX: Silence
MVO:
[pause]
Let me put that into perspective for you. 5 million. That’s more than 14,000 dogs every day. 570
dogs every hour.
Dogs serve us. They protect us. And they love us unconditionally.
SFX: Sound of footsteps. A dog whimpers. The jingling of keys and then the sound of a sliding
gate being closed shut.
Shelter employee: Atta there boy. I hope someone will rescue you soon.
SFX: Sound of footsteps walking away.
Silence.
Lead dog: (gruff voice) Newbie ey? What are you in here for?
Young dog: (slightly high voice) Aw gee shucks, I don't know. Maybe I loved the master too
much? Or maybe I was too jumpy. Yeah, I was too jumpy. But I can't help it. I get so excited to
see him.
SFX: Sound of young dog's tail wagging and tapping against the floor as he happily thinks of his
master. A brief pause.
Young dog: What about you?
Lead dog: (gruff voice): I was too big.
Young dog: Well, you are pretty big.
Lead dog: (menacingly) What is that supposed to mean?
Young dog: (nervous) Nothing! (Curious) Um, are we all here for something? What did we do
wrong?
Poodle: (squeaky pompous voice): I chewed everything in sight. But I just wish my master had
given me some time, I'm happy to get rid of my bad habits, it just takes a while.
Husky: (majestic voice) I think I was too expensive. I remember my masters saying something
about "budget."
Golden Retriever: (patient, loving voice) Oh I know my masters love me. But they had a baby
and I guess they were afraid of me hurting lil Sasha I guess. I never would of course, but I
understand where they're coming from.
Young dog: What do we do now you guys?
All dogs in unison: We wait.
Young dog: Wait for what?
All dogs in unison: For someone to love us.
Female announcer: No matter what the reason may be for being abandoned, they are ready to
love. Will you? Visit www.santapaws.com to find out how.
Billboard
Concept: Give a little more love this Christmas
Billboard
Concept: Save them out this Christmas
Copy: “Jerry”
31% of the shelter dogs end up with euthanasia every year. Shocking but true.
Give them a home this Christmas.
Because when you see them as your Christmas gift, in their eyes, you are their best Christmas gifts
ever.
Lift them up and let them bring happiness in to your homes this Christmas season in return.
At the end you will realize they are not the only ones that have been changed.
Copy: “Remove the barrier”
Yes, removing the barrier between a lonely shelter dog and a warm family is not as simple as tearing
a page of the magazine.
But that’s a priceless start. Because you see them, you feel them, and you start taking action.
Nothing is more valuable than this first step.
Give them a warm Christmas. Don’t leave them behind.
Visit SantaPaws.com and find a shelter dog that belongs to your home.
Radio
Time: 30 sec
Title: “This is not just a Christmas gift”
SFX: Silence
FVO:
Adopt a shelter dog this Christmas.
This is not just a Christmas gift.
It’s a life-long companion. It brings you joy when you need it. It stays with you when you are in
sorrow.
This is more than a Christmas gift.
It gives you life-long memories, for both you and your chosen companion.
Visit www.santapaws.com to adopt a shelter dog today.
SantaPaws - Give a little more love this Christmas.