This was a nice one; it was still deep recession and shops were closing down – HMV music record store being one of them. Someone suggested the ISPCA could do an ad around it, and I suggested we remove the record player in their famous logo, to leave a dusty outline... there was a whole team behind it, but it helped get the message out there that dogs needed to be looked after at this hard time. Plus, we needed to add a bit of hope to the headline.

It got top six in BestAdsOnTv site (a global site) and picked up an Irish award or two.
And of course, below is the famous HMV logo.
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