The trust between guide dog and handler leveraged for Guide Dogs Australia campaign

The immense trust placed on a guide dog by a person with low vision or blindness to guide them through unpredictable situations is the centre point of a new campaign from Guide Dogs Australia.

In what would be considered a risk by an able-bodied viewer, a maze of ducklings that Jazi must guide her handler Liz through is used to show that the real challenge for guide dogs is the constantly moving obstacles in the real world.

The theme of trust in the campaign is inspired by the values of Guide Dogs Australia, and its title as Reader’s Digest’s most trusted charity brand for the last seven years.

The campaign, from Thinkerbell, stars Guide Dogs client Liz who was diagnosed with Retinitis Pigmentosa at 18 years old, and 20-month-old labrador Jazi.

Charlie Spendlove, the organisation’s head of marketing and communications centre of excellence, explained the campaign reflects the 60-year heritage of the brand.

“We are delighted with this piece of work that illustrates the trust Guide Dogs has built up over more than 60 years. It marks the beginning of a strong working relationship with the people at Thinkerbell. They have provided some ‘measured magic’ with this campaign, showcasing the essence of what our brand stands for in a very emotive way.”

Guide Dogs is heavily reliant on the support of the community to fund its work. The campaign seeks to celebrate the freedom a guide dog can provide to their handlers.

Jim Ingram, Thinkerbell’s chief creative tinker, was inspired by the extent Guide Dogs Australia goes to, to support its clients.

“In getting to know the Guide Dogs Australia team, their experts and their trainers, we were genuinely impressed by the level of support and care they give to every single client they work with,” he said.

“But, the most incredible observations were the abilities of the guide dogs and guide dogs-in-training as they assist a person with low vision or blindness lead a life with freedom and independence. This prompted us to find a demonstration that truly showcased the level of trust that people with low vision or blindness place in Guide Dogs, both the animals and the organisation, every day.”

The welfare of the ducklings, Jazi and Liz was the priority in the production process. The ducklings were brought in by Michelle’s Happy Hens & Ducklings, and will be raised and sold as pets.


Client: Guide Dogs Australia
Creative Agency: Thinkerbell
Production: Electric Lime Films
Director: Lester Jones


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