Dogs with physical differences and disabilities are often overlooked in shelters, not because of their personality,
but because of how they look. Challenging that bias means shifting attention away from what’s missing and towards
what truly matters.
The campaign draws on familiar dog behaviours to create a sense of connection and relatability. With a warm, approachable tone, it reframes physical differences as secondary, encouraging people to see these dogs as they would any other.
Developed as a multi-platform campaign across print and
digital, the work explores the idea of “missing” in a more
open-ended way. It invites a shift in perspective, gently questioning assumptions and allowing space for a different
kind of connection to form.
Original Concept/Visual Identity