Puppy Eyes

Dogs have been evolving their childlike puppy eyes for centuries. All to get what they want from humans. So, for Guide Dogs Day 2026, we leaned into this with zero remorse or regret, deploying Australia’s Hardest-Working Puppy Eyes to trigger people’s subconscious puppy-pleasing instincts and drive essential donations.

From films and giant billboards that featured the soul-piercing stares of real Guide Dogs trainees, to bespoke merch that begged to be purchased, the campaign tugged equally on amygdalae, heartstrings and wallets. By focusing on puppy eyes, we seamlessly connected our message to the life-changing power of Guide Dogs as they unlock the world for their vision-impaired owners.