Everyone loves a good pet meme on social media. In Russia, BBDO and Pedigree used this insight to encourage people to adopt shelter dogs. It sent photographers to shelters and took hundreds of adorable doggy portraits. The pictures were then turned into funny memes that targeted active communities on social media – from fitness addicts to workaholics. #TakeMEMEhome worked like a charm: as well as garnering comments and “likes”, many of the dogs found new homes. The campaign won a Silver at the recent Epica Awards, proving that the agency was barking up the right tree.