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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.

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