Motley Dog is a local St. Louis nonprofit whose mission is to educate people about and elevate the identity of mixed-breed
dogs — with the hope that they will then choose to adopt rather than shop. 

 

For our campaign, we decided to celebrate the fact that every Motley Dog is unique. Much like a diamond or a sports car, the rarer, the better. So we gave them each their own name. It emphasizes that every dog is one-of-a-kind, and at the end of the day, they will love you just the same as any purebred. We also incorporated the hashtag #PureMotley as a riff on the purebred idea.