The Animal Humane Society and agency Carmichael Lynch have launched the “Law of the Paw” campaign–an initiative to raise awareness about the importance of adopting, spaying/neutering and tagging pets. The campaign asks people to sign a pledge to adopt these three behaviors, with the goal of attaining one million signatures in three years. The effort is not branded to one organization so any animal welfare organization in the country can use the creative.
The centerpiece of the campaign is a short film, Magpie’s Story, created by Carmichael Lynch. The film traces the journey of a rescue dog named Magpie from a harsh life on the streets to a caring shelter to her forever home. The entire piece is filmed from the dog’s perspective. To achieve this effect, the production company, Futuristic Films, attached a small PENTAX Q camera to a vest on Magpie’s back.
Richie Smyth of Futuristic directed the short with Zoran Popovic serving as DP.
“This film shows just how dramatic a difference you can make in the life of an animal,” said Dave Damman, chief creative officer of Carmichael Lynch. “Pets are an important part of the Carmichael Lynch family, so we loved working with the Animal Humane Society and supporting their ‘Law of the Paw’ initiative.”
As a teaser to the campaign, Carmichael Lynch placed cardboard doghouses in high-traffic areas in downtown Minneapolis. The houses visually demonstrated how many homeless pets live on the streets today. Also, as a twist on traditional “lost” posters, Carmichael Lynch created “found” posters featuring animals available for adoption at local shelters. The posters encouraged people to adopt a pet and make a promise to help all pets by signing the Law of the Paw. Images have been copied below.
“The story of Magpie is a rare look into the life of a homeless dog,” said Laurie Brickley, director of marketing for the Animal Humane Society. “This short film so aptly captures life on the streets for neglected animals in such a unique and compassionate way. This piece will hit home for so many animal lovers and encourage them to help save a life and that’s the heart of the Law of the Paw movement.”
Carmichael Lynch was tapped for this campaign based on the agency’s highly successful “Dog Tested, Dog Approved,” campaign for Subaru of America, which broke at Puppy Bowl 2011 and attracted the attention of Animal Humane Society. The spots showed dogs having their own sporty adventures sans owners.
Apple and Google Face UK Investigation Into Mobile Browser Dominance
Apple and Google aren't giving consumers a genuine choice of mobile web browsers, a British watchdog said Friday in a report that recommends they face an investigation under new U.K. digital rules taking effect next year.
The Competition and Markets Authority took aim at Apple, saying the iPhone maker's tactics hold back innovation by stopping rivals from giving users new features like faster webpage loading. Apple does this by restricting progressive web apps, which don't need to be downloaded from an app store and aren't subject to app store commissions, the report said.
"This technology is not able to fully take off on iOS devices," the watchdog said in a provisional report on its investigation into mobile browsers that it opened after an initial study concluded that Apple and Google effectively have a chokehold on "mobile ecosystems."
The CMA's report also found that Apple and Google manipulate the choices given to mobile phone users to make their own browsers "the clearest or easiest option."
And it said that the a revenue-sharing deal between the two U.S. Big Tech companies "significantly reduces their financial incentives" to compete in mobile browsers on Apple's iOS operating system for iPhones.
Both companies said they will "engage constructively" with the CMA.
Apple said it disagreed with the findings and said it was concerned that the recommendations would undermine user privacy and security.
Google said the openness of its Android mobile operating system "has helped to expand choice, reduce prices and democratize access to smartphones and apps" and that it's "committed to open platforms that empower consumers."
It's the latest move by regulators on both sides of the Atlantic to crack down on the... Read More