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Guide Dogs
Firsts
Services
- Brand Strategy
- Advertising
- Brand Identity
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The Context
Guide Dogs is an organisation most people know, but few realise the full breadth of its services. This brief was all about relevance – showing people what Guide Dogs really does today, and reframing them as the dynamic, forward-thinking charity they are.
The Opportunity
The charity needed a long-term creative platform that future proofs the brand with a unifying creative expression, that will drive effectiveness.
Guide Dogs’ mission is about removing the barriers that stand in the way of people living the life they choose. "Life Unleashed," became the perfect encapsulation of how the charity helps people with sight loss live independently, confidently and without limits.
The opportunity for the launch campaign lay in finding a way to make that mission tangible and emotionally resonant.
Guide Dogs’ mission is about removing the barriers that stand in the way of people living the life they choose. "Life Unleashed," became the perfect encapsulation of how the charity helps people with sight loss live independently, confidently and without limits.
The opportunity for the launch campaign lay in finding a way to make that mission tangible and emotionally resonant.
We decided to tap into a universal feeling that everyone can relate to – the sense of achievement when you overcome a barrier or master a skill for the first time.
Most of us will never understand what it’s like to live with sight loss, but we all recognise that feeling.
The campaign shows how the charity works with people with sight loss across the UK to help them achieve their significant life ‘firsts’.
A two minute hero film, First Steps, directed by BAFTA-winner Tom Green, follows real service users as they overcome personal barriers. Intimate, character-driven vignettes capture genuine emotional moments celebrating independence.
PLAY FILM
The integrated campaign is also running in Print, Social and Radio.
“This first campaign from our new creative platform reframes perceptions and repositions Guide Dogs as the dynamic, forward-thinking organisation we are today and will be in the future.”
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