Nature’s Variety, a pet food brand, asked adopted-dog owners to share photos of their dogs to help them create a crowdsourced short film raising awareness for pet adoption.

And if there’s anything dog owners love to do, it’s share photos of their dogs. A campaign like this taps into that pride and gives people the motivation to talk about Nature’s Variety. But the company took it one step further.

Instead of asking for just any photo submission, they shared exactly what shots they wanted for the film. On a microsite, the brand lays out the short film scene-by-scene, showing dog owners exactly what photos they’re looking for to complete each one.

The detailed instructions help the company get more meaningful contributions for the film, and they help their talkers by giving them a great jumping off point.

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