Not all B2B marketing campaigns have to be routine and ordinary, as proven by London tech startup Sideways 6. The company, which provides innovation management software to help big organisations collect and act on employee feedback, featured dogs as characters of their latest B2B campaign.

Partnerships manager at Sideways 6 Matt Calver, wanted to adopt a more creative and light-hearted approach with the campaign and decided that dogs would fit the job perfectly. The idea behind the short film, made to launch their platform’s integration with Microsoft Teams, is to show what dogs would want from a pet-friendly office.

“One of the things we believe in at Sideways 6 is ‘ideas from anywhere’ as great suggestions can come from any member of the team, not just management – so to practice what we preach, we handed the whole campaign over to the dogs and we think they did a brilliant job,” Calver says.

Sideways 6 was not the only one benefitting from this innovative campaign. All dogs used in the film were rescues and the viewers are invited to donate to the UK charity All Dogs Matter or buy an item from merchandise with all profits going to the charity.

 “We wanted to make our latest product launch a bit different, and as soon as we heard all the dog actors were rescues it made perfect sense to give something back. Sideways 6 is incredibly proud to support the work of All Dogs Matter,” Will Read, CEO and founder of Sideways 6, says.