Greathounds
Rebranding the greyhound for life beyond the racecourse
Greyhounds As Pets
Creative Director
Greyhound racing is being banned in New Zealand. So 2,500 dogs need homes.
Greyhounds have an image problem. Their racing history makes them seem hyper, high maintenance, hard work. So they’re not a favourite dog to adopt in New Zealand. But with greyhound racing finally being banned in New Zealand, 2,500 of them suddenly needed new homes – and a radical perception shift.GREATHOUNDS rebranded and redefined the greyhound. Highlighting their softer, calmer, greater side: long sleepers, lovers of small spaces, calm presences, perfect families dogs. Launched at NZ Fashion Week in collaboration with twelve of New Zealand’s top designers, the first exclusive release saw retired racing greyhounds hitting the runway, gracing fashion publications, giving exclusive interviews and showing off their greater sides across outdoor and social.Proving there’s nothing grey about them. And leading to highest-ever adoption rates, helping to save dogs’ lives.
