Campaign of the Year

Nobody’s perfect. People who have been through adversity in life are not just accepted, they are celebrated.

But shelter animals who have been through similar adversities are unfairly judged. There is a perception that there is something wrong with them – because they were abandoned, sick or damaged in some way. 3 in 4 households prefer to buy a pet from a store instead of adopting one from a shelter, resulting in over 1.5 million shelter dogs being euthanized every year (source: SPCA)

To change the perception that shelter dogs are flawed or imperfect compared to those sold at pet stores, we enlisted the help of people who have been profiled in the media for overcoming challenges in life. Their task? To do a voice recording that narrates the stories of real shelter dogs – stories that they can relate to like none other.

Weber Shandwick Asia Pacific

The past 16 months have been a true test of our entrepreneurial resilience. Against the backdrop of geopolitical and economic uncertainty, instability and conflict, and now a global pandemic, our new brand positioning, “We Solve”, has gained particular relevance. Even before the onset of Covid-19, our clients in Asia were faced with unique and unprecedented challenges that only Asian solutions could overcome. We refined our proprietary innovations and rallied our diverse teams of thinkers, subject matter experts, strategists, analysts, technologists and activators to meet the challenges head on. Despite the turmoil, we emerged from 2019 with a double-digit profit margin propelled by industry-leading work, and won almost 80 awards including top recognitions from PRWeek, The Holmes Report and Spikes Asia.