Samsung Electronics have pioneered initiatives to promote the life enhancing benefits of dog ownership in Korea, covering everything from guide dogs for the blind to dog-assisted rescue.

Having been asked to pitch for the creation and management of their sponsorship of Crufts – the world's largest dog show – we proposed a presence which made a connection between their canine support and their consumer electronics products.

For our visual advocates we chose the stars themselves – four different breeds of dog proudly modelling Samsung dog tags. We then created a stand which favoured activity rather than static displays – all engaging the senses of 143,000 visitors to the show.