BRAND CAMPAIGN
Feed the Good.
Pedigree’s global campaign, “Feed the Good,” was based on a simple truth: dogs’ innocence brings out the best in us. They look past every human divide and remind us of what really matters. And when we nourish that innocence, we bring out the good in them as well.
DIRECTOR / Aaron Stoller
AWARDS
Lürzer's Archive: Vol. 4/2017
Addy Awards: Silver
Epica Awards: Silver
Cannes Lions: Shortlist
One Show: 3x Shortlist
Chicago International Television Festival: Silver
FEATURES
ADWEEK + ADFREAK: Featured Article
CREATIVITY Online: Editors #1 Pick of the Day
Fast Company: Featured Article
AdForum: Ad of The Day
AdForum: Top 5 of the Week Worldwide (#4)
Shoot Online: Featured Article
DIRECTOR / Noam Murro
AWARDS
One Show: Silver
One Show: 3x Merit
London International Awards: 2x Bronze
Clios: Bronze
Addy Awards: Silver
Cannes Lions: Shortlist
FEATURES
AdAge: Exclusive
CREATIVITY Online: Editors #1 Pick of the Day
CREATIVITY Top 5: #2 Best brand idea of this week
AdForum: Featured Article
SHOOT Online: Top Spot of the week
Little Black Book: Featured Article
SHOTS: Hot Shot of the week
SHOTS: Top 10 Ads of April
TEAM / Bianca Guimaraes & Kevin Mulroy
DIRECTOR / Lance Acord
AWARDS
Communication Arts: Advertising Annual 56
Communication Arts: Annual Exhibit Feature
Lürzer's Int'l Archive: Vol.4 2015 Feature
Addys: Silver
One Show: Finalist
FEATURES
Creativity Online: Editor's Pick
ADWEEK: Ad of the Day
ADWEEK: 10 Ads that show why BBDO was US Agency of the Year
Fast Company Co.Create: Top 5 Ads of the Week
TEAM / Scott Kelly & Ben Polkinghorne
DIRECTOR / Mathew Smuckler
PRINT / OOH
Like Mother’s Milk
Mom’s know best when it comes to taking care of their pups. Especially dog moms. That’s why they feed their fur babies Pedigree Puppy. Because it’s packed with vital nutrients, just like mother’s milk.
PHOTOGRAPHER / Tim Flach
AWARDS
Communication Arts Advertising Annual 57: Winner
Epica Awards: Bronze
Kinsale Shark: Shortlist
ACTIVATION / STUNT
A Vote for Good.
In the chaos of the 2016 election, we set out to prove Americans still share more than we think. Our experiment, “A Vote for Good.” We sent a woman in a Hillary shirt to a Trump rally with a “lost” dog, then flipped the script at a Hillary rally. The reaction? Pure humanity. People on both sides stepped up to help. Proof that compassion outweighs politics. #FeedTheGood
Case Study
DIRECTOR / Win Bates
AWARDS
Clios: Bronze
Kinsale Sharks: 2x Silver
Kinsale Sharks: Shortlist
Communication Arts: 2017 Advertising Annual 58, Non-Traditional
Directory Magazine: 2x Winner
FAB Awards: Gold
FAB Awards: 2x Silver
New York Festivals: Bronze, Film
New York Festivals: 2x Finalist
One Show: 3x Merit
One Show: 3x Shortlist
FEATURES
Campaign US: Top 5 Most viewed Ads of 2016, #5
MEDIA & CAMPAIGN RESULTS
This 3-minute film aired 7 times on CNN and FoxNews the night before and day-of the election in addition to our social channels.
2mm+ views on Facebook (99% positive!)
2.55mm+ on Youtube
13.3mm reach on CNN
12.2mm on FoxNews
442 earned placements
124.6mm earned impressions
Made people be nice to each other :)
SOCIAL ACTIVATION / DOCUMENTARY FILM
Transformation
While most pet food brands talk about what their food contains, Pedigree recently changed course, encouraging dog lovers to "See what good food can do." To bring it to life online, we took the brand platform literally, creating a cross-channel web campaign featuring the visual transformation of an abandoned dog, into a happy healthy pet.
The Case Study
Interactive Experience
