Social media and pets are undoubtedly made for each other. For Nature's Variety, makers of Instinct pet food, this provided a great opportunity to demonstrate our own commitment to healthy, happy lives for all pets, by asking rescue dog owners everywhere to post  a photo, be part of an ambitious social film project that would inspire a million more people to adopt. Within a week of its release, the resulting film had been shared and viewed by more than 3 million pet lovers.