The client was an established business that was struggling to stand out in a very aggressive market region. All competitors were quick to copy headline offers and distress marketing was prevalent throughout the area driving operating profits down for competing usinesses. The Dogs campaign was created to embrace the use of white space and position the client as having taken the higher moral ground in the area. Customer feedback showed that the client was perceived as a more credible and caring alternative to some of the ore aggressive marketers in the area.