GLOBAL BRAND CAMPAIGN
Feed the Good.
In 2015, we developed Pedigree’s new global campaign, Feed the Good, based on the simple, yet universal insight that dogs’ innocence reconnects us with our own. Dogs – who show no deference to culture, race, socioeconomics, age, disabilities etc. – remind us what really matters. As such, Pedigree believes that dogs bring out the good in us, and by nourishing the lovable innocence in every dog, Pedigree brings out the good in them.
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
ACTIVATION / STUNT
A Vote For Good.
As the 2016 Presidential election neared, our polarized political climate brought out the worst in many Americans. Determined to remind people that we have more in common than not, we conducted a social experiment called, “A Vote for Good,” where we sent a woman wearing a Hillary shirt to a Trump rally with a “lost” dog she found. Then, sent her to a Hillary rally with a Trump shirt. And wouldn’t ya know…The result was heartwarmingly positive – people on both sides found common ground through a mutual concern for dogs to help one another. For real, it worked! #FeedTheGood
CAMPAIGN 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 :)
INTEGRATED WEB CAMPAIGN
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.
CASE STUDY
INTERACTIVE SITE
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