Can art find a rescue dog its perfect match?

Animal rescue organisation The Sato Project has launched a new campaign that uses rescue dogs' reactions to art to showcase their personalities and help them connect with potential adopters.

Titled "The rescue collection", the campaign was created by BLKJ Havas Singapore and Havas New York in partnership with Powerhouse Arts, and aims to challenge how rescue dogs are perceived by shifting the focus beyond breed, appearance and their past.

As part of the campaign, dogs from The Sato Project were brought to Powerhouse Arts in Brooklyn, New York, where they were invited to explore a gallery and respond to different artworks.

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Their reactions were observed by animal welfare scientist Holly Molinaro, with the responses used to create personalised art collections for each dog. The collections are intended to offer potential adopters a different look at each dog's personality and individuality.

The campaign also features a dedicated "The rescue collection" website, where users can explore the dogs and their respective collections, as well as search for rescue dogs available for adoption around the world.

"The rescue collection" comes amid continued challenges around animal adoption. According to the campaign, more than 2.8 million dogs entered shelters across the US in 2025, while animal welfare groups in Singapore have recorded some of their lowest adoption rates since 2019.

MARKETING-INTERACTIVE has reached out for more information. 

The campaign also follows other recent efforts that have put pets at the heart of creative ideas to connect with consumers in unexpected ways. In June, Blackmores launched "Pawlympics", an integrated campaign challenging Singaporeans to find out whether they could outwalk their pets.

Developed with McCann Singapore, the campaign sought to engage a younger generation of active consumers while drawing attention to joint, muscle and bone health. At the heart of the campaign was the question "Can you outwalk a pet?", with Blackmores pointing to research showing that some pets take around 18,000 steps a day, compared with around 5,000 for the typical office worker.

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