GLOBAL CAMPAIGN
Pedigree Pup-letes
What does it take to be a Pedigree Pup-lete? The answer to that is cute as f*ck.
Director: Baker Smith
Team: Rich Fiset & Kelly Kennedy
CAMPAIGN
Puppy Bowl Puppies
To help promote Pedigree's new Puppy food, we leveraged Pedigree's existing sponsorship of the Puppy Bowl by creating a campaign about the pre-game prep that puppies go through prior to the big game.
BROADCAST IN-GAME
Director: Ben Cullner
SOCIAL ACTIVATION
"Tweet For Bowls"
Post Puppy Bowl, just days before Super Bowl XLIX, GoDaddy received considerable backlash for a commercial that many believed glorified puppy mills. With Pedigree being a long-standing supporter of adoption, we saw an opportunity to lead a positive conversation and help feed shelter dogs. In less than 48 hours, we launched a campaign encouraging audiences to #TweetForBowls during the big game. For every tweet, Pedigree donated a bowl of nutritious dog food to shelters.
