Greyhounds have an image problem. Their racing history makes them seem hyper, high-maintenance, and hard work—so they’re often overlooked for adoption in Aotearoa. But with greyhound racing now banned in New Zealand, 2,500 dogs urgently needed new homes, and a radical perception shift.

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GREATHOUNDS rebranded and redefined the greyhound, highlighting their softer, calmer, gentler side: long sleepers, lovers of small spaces, peaceful presences, and perfect family dogs.

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The campaign launched at NZ Fashion Week in collaboration with twelve of New Zealand’s top designers. Retired greyhounds took to the runway, appeared across fashion publications, offered tongue-in-cheek “interviews,” and showed off their greater sides across outdoor and social media.