Black dogs wait on average 4 times more in shelters to be adopted, just because of their color.
Nobody cares about black dogs, but in 2024, a Black dog caught the world's attention : The Black Dog, a song by Taylor Swift, with more than 120 billions of streams.
So at SecondeChance.org, the french animal adoption platform, we had an idea... And renamed our 600 black dogs “Taylor Swift".
We shifted the conversation from "The" Black Dog to "our" black dogs, to bring them up in search results, and intercepted the most powerful fandom in the world : Swifties.
Copywriter: Gilliane Hellstern
Art Director: Marie Glotin
CD: Matthieu Bouilhot, Arnaud Assouline, Benjamin Lebreton
ECD: Stéphane Xiberras