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 / Biscuit.
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 / Biscuit.
TEAM / Bianca Guimaraes & Kevin Mulroy
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
DIRECTOR / Lance Acord / Park Pictures
TEAM / Scott Kelly & Ben Polkinghorne
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
DIRECTOR / Mathew Smuckler / PRETTYBIRD
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
DIRECTOR / Win Bates / Tool
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 :)
DIGITAL / SOCIAL ACTIVATION
Pedigree Adoptable Mask
With all the current craze around AR selfie masks, we saw an opportunity to tap into the trend to deliver a personal and surprising experience for users of the new Facebook AR Platform. For National Adopt A Shelter Dog Month, we launched "The Pedigree Adoptable Mask," the first selfie dog mask that is not only fun to use, but also helps shelter dogs find forever homes. Win, Win.
PRODUCTION CO / North Kingdom
PARTNER / Meta + Facebook
TEAM / Vera Keiter & Delilah Kim
AWARDS
Webby Awards: Winner, Lürzer’s Archive: Issue 1/2018, Addy Awards: Silver, One Show: 2x Shortlist, Golden of Montreux: Gold
FEATURES
ADWEEK + ADFREAK: Ad of the Day, CREATIVITY Online: Editors Pick, Creativity Online: Featured Article, Contagious Magazine: Featured Article, Forbes: Featured article, Fast Company: Featured Article, Fast Company: Most Innovative Companies List (Pedigree Credited), Little Black Book: Featured Article, BestAdsOnTV: Best Interactive of the Week
DENTASTIX CAMPAIGN
Cleaner gets you closer.
We all love our dogs…just not their bad breath. Dentastix helps keep your dogs mouth fresh and clean, so you can get closer.
DIRECTOR / Jake Scott
DIRECTOR / Jake Scott
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.
Interactive Experience
