The Black Dog(s)

Creative idea

This campaign turned Black Dog Syndrome into a viral movement by renaming 843 black dogs after Taylor Swift, leveraging the buzz around her song “The Black Dog.” SecondeChance.org activated Swifties as adoption advocates, generating massive organic reach without paid media. The idea’s strength lay in its playful, timely twist and fan-driven content, transforming a social issue into a cultural phenomenon. It didn’t just raise awareness - it created a memorable, shareable experience that redefined traditional campaign strategies.

Brand name: Seconde Chance
Advertiser / client: Seconde Chance
Product / service: Seconde Chance
Campaign name: The Black Dog(s)
Agency network: HAVAS
Agency: BETC, Pantin
Chief creative officer: Stéphane Xiberras
Creative director: Benjamin Le Breton, Arnaud Assouline, Matthieu Bouilhot
Art director: Marie Glotin
Copywriter: Gilliane Hellstern
Client account director: Florence Lepage
Post production producer: Guillaume Kartagener
Additional company: Sound Producer : Sophia Conoscente, Adrien Brechaud Editor : Heather Haberajter Motion Designer : Killian Palin