Subaru’s “Make a Dog’s Black Friday” Campaign
“Make A Dog’s Black Friday” #optoutside
Video Shoot: 2.3 million views
I was hired to produce and direct a social media video shoot for Subaru’s “Make A Dog’s Black Friday” Campaign. Subaru is a major contributor of the ASPCA and on Black Friday 2016, they joined forces with REI Outdoor Outfitters to create a viral video that gave NYC shelter dogs one of the best days of their lives. The purpose of the video was to encourage people to share photos of their dogs enjoying the outdoors on Black Friday with the hashtags #OptOutside and #MakeADogsDay. For every photo shared Subaru would make a donation to the ASPCA.
THE GAME PLAN
A fleet of 30 Subaru Outbacks were sent into New York City to pick up 30 dogs from shelters and take them to Bear Mountain State Park in upstate New York where the dogs would get a great day in the great outdoors. It was a major production of over 75 people including 30 dogs, 30 handlers, 30 drivers, my crew of 10, three videographers and a two-person drone team.
It came together beautifully with amazing results for Subaru. The video received over 1.2 million views in three days and received a web video award! One of the two final videos received a total of over 2.3 million views and brought great awareness to the ASPCA as well as Subaru’s newest line of Outback vehicles.