For Lincoln’s annual “Wishlist” Sales Event during the holidays, we created a theme around the wish for togetherness between dogs and their owners. At that same time, the devastating California wildfires broke out, and it was an opportunity for a warm, inclusive brand like Lincoln to step up and try to help. Especially given that there were thousands of dogs separated from their owners in the mayhem.
We reached out to Instagram’s leading dog influencer, The Dogist, and flew him to California, where he was able to document these dogs in their rescue shelters. His daily feed became, in effect, a virtual “Lost Dog” poster, reaching his over 3 million followers and drawing attention to the plight of these pets.