07.26.10

Pedigree Adoption Drive campaign

Print Ads, Consumer

The Pedigree Adoption Drive began in 2006 as a way for Pedigree to live up to its brand identity—everything it does is for the love of dogs. Helping to shine a spotlight on the plight of homeless dogs in America, this campaign focuses on helping dogs in need through a variety of efforts that help generate awareness, food and funding and that help abandoned dogs find loving homes. People think shelter dogs are damaged goods. But anyone who’s ever owned one knows that they are some of the most loyal, loving and special dogs on earth. Ad agency TBWA\Chiat\Day Los Angeles celebrates them as heroes and changes people’s perceptions. All of the dogs in this spot were adopted (many by people at the agency and the client) and the emotional response in social media has been overwhelming. Most importantly, to date, the campaign has raised $4.7 million for shelter dogs.

Vlad Ivangorodsky/Jera Mehrdad, art directors; Marcin Markiewicz, writer; Chris Adams/Margaret Keene, group creative directors; Rob Schwartz, executive creative director; Lee Clow, chief creative officer; Lance Acord, Park Pictures, director of photography/director; Pete Mayor, Vendetta Post/Jorge Tanaka, Vendetta Post, Flame artists; Matt Murphy, Final Cut LA, editor; Peter O'Donovan, Final Cut LA/Kristen SaBerre, Final Cut LA, assistant editors; Human, music; Gareth Williams, Human, music composer; Rohan Young, Human, audio mixer; Liz Hiza, Vendetta Post, visual effects artist; Sean Coleman, CO3, colorist; John Bick, Park Pictures, producer; Lizzie Marcy/Stacy Torres, agency producers; Guia Iacomin, executive agency producer; Kelly Garcia, Final Cut LA, post production producer; Vendetta Post, visual effects company; E Graphics, post production company; John Anton, Pedigree/Cameron Bailey, Pedigree/Russ Neale, Pedigree, client.

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