Hundstallet and BBDO Nordics’ “Dog’s Best Friend” is a long-term campaign platform about everything that happens before a rescued dog is adopted. Its launch film follows Lola in two synchronized timelines: one moving through neglect and uncertainty, the other through rescue, treatment, rehabilitation and a new home.
Reported by LBB on 13 October 2026, the campaign comes from Swedish Canine Welfare Association Hundstallet and advertising agency BBDO Nordics. Rather than treating adoption as the whole story, “Dog’s Best Friend” is designed to make the organisation’s earlier work visible: taking dogs from unsafe situations, arranging veterinary care, helping them recover and matching them with suitable families.
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What the film shows
One dog, two parallel timelines
The launch film centres on Lola. A split screen presents two versions of her journey at the same time. One side depicts the period before Hundstallet’s intervention, marked by neglect and uncertainty. The other shows safety, care and the gradual move toward a new family.
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The timelines are not merely displayed next to each other as a visual effect. They are built as the film’s central narrative structure. Scenes on either side can mirror one another while carrying opposite meanings, allowing viewers to compare Lola’s circumstances before and after help arrives. The two paths eventually converge, positioning Hundstallet as the connection between Lola’s past and her future home.
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Why Hundstallet uses a “before adoption” story
Johnny Kroneld, Hundstallet’s head of communications, said the organisation wanted to show “the darkness that some dogs are exposed to” alongside “the power of the change Hundstallet can create.” That framing puts welfare work—not only the final adoption moment—at the centre of the campaign.
In practical terms, the story covers a chain of support:
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- Rescue or intervention when a dog is in an unsafe situation.
- Veterinary assessment and treatment.
- Rehabilitation and recovery.
- Finding a new home that fits the dog’s needs.
The film therefore presents adoption as the outcome of a longer process rather than an isolated event.
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BBDO Nordics creatives Leo Magnusson and Isabelle de Susini described the challenge as telling one story through two parallel timelines, with one moving backwards and the other forward. Their stated aim was to establish a clear visual logic in which synchronized scenes could contrast Lola’s life before and after Hundstallet.
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Director Emil Möller said he had long wanted to make a split-screen film in which both sides move forward simultaneously before meeting and merging. In this campaign, that formal device compresses a before-and-after journey into one viewing experience while keeping distress and care visible together. Those comments describe the creators’ intentions; they are not independent measurements of audience impact.
Where “Dog’s Best Friend” will appear
LBB lists a broad distribution plan spanning film, cinema, television, print and digital. The film is scheduled for Hundstallet’s own channels as well as paid media, giving the platform both an owned audience and wider public distribution.
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| Element | What is reported |
|---|---|
| Campaign platform | “Dog’s Best Friend,” a long-term platform for Hundstallet |
| Launch film | Lola’s two synchronized timelines |
| Channels | Film, cinema, television, print and digital |
| Distribution | Hundstallet-owned channels plus paid media |
Creative and production credits
- Brand: Hundstallet
- Agency and post-production/VFX: BBDO Nordics
- Director: Emil Möller
- Production: Giant & Toys
- Editors: Simon Pontén and Mikael Hallman
- VFX artist: Hampus Lindén
- Post-production: Tint
- Colour grading: Ola Bäccman
- Photography: Kegen Lorentzon
- Music: “Stark och sårbar” by Moonica Mac
- Music support: Redpipe
- Sound mix: Ulf Blomqvist
What the reported cinema research says—and does not say
LBB reports that new research found the film to be “almost 50% more engaging and moving than other ads shown in Swedish cinemas.” The figure is reported for Swedish cinema advertising and combines engagement and emotional response in the wording used by LBB.
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Random freezes, missing sound and display glitches usually trace back to one bad driver. Find and replace yours safely.Free scan · under a minuteHowever, the report does not identify the research publisher, sample size, fieldwork date, comparison design or measurement method. The result should therefore be read as an attributed campaign claim, not as independently verifiable evidence that the platform improves adoption, donations or broader campaign performance. No other named statistic is provided.
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What makes this campaign notable
Most adoption stories begin at the happy ending. “Dog’s Best Friend” instead gives equal screen time to the conditions that make that ending possible. Its parallel structure lets viewers see the cost of neglect and the stages of recovery without separating them into different films. The campaign’s scope also reflects Hundstallet’s stated role as a welfare organisation involved in rescue, care and rehabilitation as well as placement.
As reported, the platform’s central promise is not that every dog has the same history, but that a dog’s future can change when sustained support connects the two parts of its story.
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