Project Overview

Loyal and protective. Funny and cheeky. Quirky and sneaky. We just love dogs at Fortis. In celebration of fellow dog lovers, we asked our Eastern Suburbs neighbours to join us for six hours of madness; a photoshoot featuring 130 dogs, all in one sitting.

Organisation

Fortis

 

Team

Kristina Granberg - Head of Marketing
Jess Garcia - Marketing & Relationship Manager
Liz, Keene - Content Marketing Manager & Photographer
Corey London - Printer, Special T
MM Photos - Dog Photographer
Two + One Studios - Event Videographer & Photographer
Jason Alexander Lee - Event Manager, Wonderboy

Project Brief

All Fortis developments are pet friendly. Visit our offices and you’ll often find a smiling pooch or two. Many of our staff even have their dogs featured in this book. Beyond being a whole lot of fun, there’s also a growing body of research proving the psychological and physical benefits our pets can bring. From better mood and cardiovascular health, to helping children grow up to be more secure, active and compassionate.

In addition to raising awareness of the Fortis brand within one of our key geographic audiences, the DOTE (Dogs of the East) initiative was created to specifically reinforce that all Fortis developments are designed to be pet friendly.

Project Innovation/Need

The campaign was promoted through Fortis stalls at the Rose Bay and Double Bay festivals, where we offered dog treats and explained the idea to passers-by with dogs in tow. The first festival was so successful that all places for the dog photoshoot were already filled. In the end, nearly 400 local dog owners registered to be part of the ballot.

On the day of the photoshoot at Woollahra Sailing Club, every dog owner was interviewed by Fortis staff about their pup, which we then turned into one-line stories in the book. e.g. Ed the Miniature Schnauzer “Keeps his family and toy collection in order. His eyebrows, not so much.” Or Killa the Shih Tzu, a “Point Piper snob with expensive taste, most notably salmon sashimi, truffle mash and women’s lingerie”.

Post the event, a social campaign invited people to vote for their favourite dog, where thousands of dog lovers across Australia and around the globe (in particular, corgi lovers!), voted for Molly and Pax to be the book's cover-pups.

The books were strictly limited edition, with a handwritten number indicating which copy the recipient was holding. All participants and their owners were listed on the cover sleeve as well as at the start of the book, to further personalise the experience.

Design Challenge

A great level of consideration and planning went in to ensuring the dogs felt comfortable and not overwhelmed on the day of the actual photoshoot. The physical space was divided into six sections – including waiting areas, the DOGUE pamper station, and two photoshoot stations.

Over staggered time slots, 130 dogs and their owners were guided through various areas of Sailing club – chosen for its stunning backdrop of Rose Bay (dog) beach. We asked participants to allow 60 minutes for registration, pre-shoot pampering and the photoshoot itself, and owners were invited to bring their pup’s favourite toys to help him or her relax.

The DOTE book launch was planned as an outdoor dog event, however due to COVID it was sadly cancelled. The DOTE book was instead was sold online, gifted through online competitions, and printed and distributed post lockdown in 2020.

User Experience

In November 2019, dogs of every imaginable shape, size and personality arrived at Woollahra Sailing Club. Award-winning photographers MM Photos took their portraits, and following the event owners received a free digital copy of the portrait, as well as ‘friends and family’ discounted DOTE book prices.

Over the course of the day, we heard some truly heart-warming tales of how these four-legged friends had united families, saved lives, eaten an alarming amount of cheese, and generally brought joy to their two-legged counterparts.

Post the event, the complimentary dog portraits were sent to participants. Copies of the DOTE hardcover coffee table were available for pre-order prior to Christmas, with friends and family discounts.

We hope local residents enjoyed reading the books as we enjoyed creating them. Woof.

“ I have attended a few dog-related events with Bailey, and I have to say that the Fortis staff were absolute tops when it came to handling and interacting with dogs. Many of you seemed to genuinely like dogs and it really showed.”
Nicole Low, DOTE participant