Nell - brand campaign

Motive Agency & Guide Dogs

Since 2020 Nell has been the star of Guide Dogs brand TV advert, and supporting campaign bursts. The aim of these campaigns are to increase brand spontaneous awareness and buzz, with a focus on raising awareness of our services and support for children and young people with sight loss, beyond our canine services.

For the Spring 2022 burst we wanted to celebrate Nell’s journey with Guide Dogs so far and use this to produce a best in class digital campaign to support both brand and fundraising objectives using Nell as a recognisable face of Guide Dogs while the TVC was airing. This was centered around our film ‘One Second Every Day | Making memories with Nell, a six year old with sight loss’. The film was created with our YouTube strategy in mind, producing a film that feels native to the platform, appeals to our slightly younger audience on that platform, but that still worked across touchpoints and for our core target audience. Aligning to the trend where social-media users film one second of each day to create a film appreciating simple moments, we follow Nell’s journey from early childhood through to the present day.