Meet Spup: A new kind of dog

When KNGF Guide Dogs asked us to promote their donation platform ‘’, we went for a completely different approach. Instead of creating a TV Commercial, we came up with a whole new dog. Meet Spup.

Your own sponsored pup that is being trained to become a guide dog. Although the dog doesn’t stay in your house it is part of your life. Via so-called ‘Spupdates’ you can see him growing up, and follow his training. By introducting Spup we literally gave the donation platform a cute face. In this video you can see how it works.

About Selmore

Selmore is an independently owned creative agency based in Amsterdam. Founded and managed by people who all come from big agencies, our independent status and manageable size gives us a lot of agility. We operate as a small big agency. We believe in Guiding Ideas, ideas that give clear direction to the client's campaigns and business.