Since 1996, the National Disaster Search Dog Foundation has recruited and trained rescue dogs to find human survivors trapped in disasters throughout America. To showcase the achievements of the foundation and the importance of ensuring that it stays funded, Y&R New York launched a print series that shows these search dogs for what they truly are: American heroes. In each ad, a dog sits heroically in front of a patriotic background, its collar decorated with numerous medals. Next to the dog is a list of all the disasters in which the dog was deployed.
Viewers journey through the 3-D world of Trollbäck+Company’s opening title sequence.