GAIA - "#NotAnAccessory"

FamousGrey

FamousGrey Groot-Bijgaarden, Belgium

4902

This ad is part of the ACT Responsible Collection

Brand: GAIA
Country: Belgium

Advertiser: GAIA

Title	#NotAnAccessory
Agency	FamousGrey
Campaign	#NotAnAccessory
Advertiser	GAIA
Brand	GAIA
Date of First Broadcast/Publication	2021 / 2
Business Sector	Charities, Foundations, Volunteers
Story	Due to the lockdown, many Belgians impulsively bought and are still buying a dog without properly thinking it through. As a result, many dogs are now being dumped in animal shelters. To put a stop to this, GAIA (Global Action in the Interest of Animals) launches the #NotAnAccessory campaign together with the Belgian advertising agency FamousGrey and PR agency Famous Relations. To indicate that a dog is not for one season, Famous Relations activated leading Belgian fashion content creators to post a picture featuring their dog alongside today's fashion trends,accompanying the dog with a "not an accessory" tag. A clear message that dogs are not an impulse buy like clothes and accessories. The example of the content creators was adopted massively in a matter of days by dog lovers who helped to spread GAIA's message.
Philosophy	With the new #NotAnAccessory campaign FamousGrey, Famous Relations and GAIA, together with numerous influencers, want to make people aware of the great responsibility that comes with getting a pet. A campaign that proves to be very necessary in times of corona. Virginie Morobé, a famous Belgian shoe designer, and her dog Tzuki kicked off the campaign on her Instagram page. By sharing a photo in which she tags not only her shoes but also her dog with @NotAnAccessory, she makes it clear that dogs are not a season accessory and calls upon dog owners to help spread the message. Thanks to her call for action, posts and stories popped up all over Instagram with the tag @NotAnAccessory. This content links to the Not An Accessory Instagram page. "#NotAnAccessory" is now also showing up on TikTok. GAIA’s Instagram page and websitefeature tips for future dog owners on how to make the right decisions and how to recognise a bread breeder.
Media Type	Social Media
Advertising Manager	Ann De Greef
Advertising Manager	Kim Vandenbroucke
Advertising Manager	Lysiane Menier
Creative Director	Peter Ampe
Creative Team	An-Sofie Keulen
Creative Team	Steve Maes
Account Director	Olivia Naudts
Strategic Planner	Nicholas Pirard
Head of Digital	Joachim François
Digital Strategist	Wies Dickens
Project Manager	Florian Hoffreumon
Social Media Manager	Sarah de Prez
Digital Designer	Sacha Lempereur
PR	Famous Relations, Groot-Bijgaarden
Managing Director	Kathy Van Looy
PR manager	Astrid Mattelaer