LC had the opportunity to team up with the Brew City Bully Club, a local non-profit, to create an ad that debunks the stigma of Pit Bull ownership. The goal of the ad was to increase awareness of the cause and educate the community on the positive truths about pit bulls.
The concept for the ad was to have audiences see the positive when it comes to Pit Bulls and envision a different outcome then what is first perceived. That is where the idea to use photography that at first glance could appear to be one way (hostile) but after filling in an environment (connecting the dots) learn that the pit bull was in fact just playing and having fun just like any other dog breed.
LC was one of three agencies awarded a $1,000 donation for the BCBC by a national panel.