WA Academy
Unconditional
Will Atherton had built WA Academy into a global canine education business, reaching more than two million dog owners — so launching an assistance-dog programme from within it raised an obvious question: why?
The film needed to show that Unconditional Canines was not simply another extension of the business. Its reason for existing was deeply personal.
We went back to the years before the academy.
Burnout, depression and a suicide attempt — and a Labrador called Sully, who was there for the recovery. The programme exists so that other people can be given what he was given. The film says that by showing it, not by claiming it.
A business reason would have been easy to state, and impossible to believe.
Why does a programme like this need to exist at all?
The campaign carried the programme far past the academy’s own audience.
More than 200,000 public views across the hero documentary and the programme explainer, over 1.2 million social impressions, and a run of more than thirty qualifying festival selections — BAFTA, BIFA and Academy Award-qualifying programmes among them, with multiple awards.
0
Public YouTube views
Across the hero documentary and the programme explainer.
0
Social impressions
Reach earned by the campaign across social.
0
Qualifying festival selections
BAFTA, BIFA and Academy Award-qualifying programmes, with multiple awards.
More case studies
Make something that lasts.