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.
Rom-Com Mainstay Hugh Grant Shifts To The Dark Side and He’s Never Been Happier
After some difficulties connecting to a Zoom, Hugh Grant eventually opts to just phone instead.
"Sorry about that," he apologizes. "Tech hell." Grant is no lover of technology. Smart phones, for example, he calls the "devil's tinderbox."
"I think they're killing us. I hate them," he says. "I go on long holidays from them, three or four days at at time. Marvelous."
Hell, and our proximity to it, is a not unrelated topic to Grant's new film, "Heretic." In it, two young Mormon missionaries (Chloe East, Sophie Thatcher) come knocking on a door they'll soon regret visiting. They're welcomed in by Mr. Reed (Grant), an initially charming man who tests their faith in theological debate, and then, in much worse things.
After decades in romantic comedies, Grant has spent the last few years playing narcissists, weirdos and murders, often to the greatest acclaim of his career. But in "Heretic," a horror thriller from A24, Grant's turn to the dark side reaches a new extreme. The actor who once charmingly stammered in "Four Weddings and a Funeral" and who danced to the Pointer Sisters in "Love Actually" is now doing heinous things to young people in a basement.
"It was a challenge," Grant says. "I think human beings need challenges. It makes your beer taste better in the evening if you've climbed a mountain. He was just so wonderfully (expletive)-up."
"Heretic," which opens in theaters Friday, is directed by Scott Beck and Bryan Woods, co-writers of "A Quiet Place." In Grant's hands, Mr. Reed is a divinely good baddie — a scholarly creep whose wry monologues pull from a wide range of references, including, fittingly, Radiohead's "Creep."
In an interview, Grant spoke about these and other facets of his character, his journey... Read More