Pedigree " Feed the Good" Global Campaign
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 loveable innocence in every dog, Pedigree brings out the good in them.
"Pick Me" | Director: Aaron Stoller | Honors: Lürzer's Archive Vol. 4/2017 | ADWEEK + ADFREAK Feature | CREATIVITY Online Editors #1 "Pick of the Day," Shoot Online, Featured article | AdForum, Top 5 of the Week Worldwide (#4) | AdForum, "Ad of The Day" | Fast Company Feature | BestAdsonTV | Source Creative
“General Howe’s Dog” | Director: Noam Murro | Honors: AdAge Exclusive, CREATIVITY Online Editors #1 "Pick of the Day," CREATIVITY Top 5: #2 Best brand idea of this week, SHOOT Online "Top Spot of the week," Bronze Clio, Film Craft Cinematography, Little Black Book Feature, AdForum Feature, SHOTS, "Hot Shot of the week," SHOTS, "Top 10 Ads of April
"Rescued" :45 TV | Director: Lance Acord | Honors: Lürzer's Archive Int'l Archive Vol.4 Interview - Issue 4/2016, Lürzer's Archive Int'l Archive Vol.4 2015 Feature, One Show Finalist, Global Effie
“Recovery’ :30 TV | Director: Matt Smuckler
Pedigree - "A Vote for Good" Social Experiment
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.” We sent a woman wearing a Hillary shirt to a Trump rally with a “lost” dog. Then, sent her to a Hillary rally with a Trump shirt. The result was heartwarmingly positive – people on both sides found common ground through a mutual concern for dogs to help one another.
"A Vote for Good" | Director: Win Bates | Honors: Communication Arts 2017 Advertising Annual 58, Non-Traditional | Kinsale Sharks – Silver, Film, Branded Experience, One Show, Merit - Cross-Platform, Experiential-Guerilla, Bronze Clio Social Media Social Video, One Show, Merit - Broadcast / Short Form Single, Campaign US Top 5 Most viewed Ads of 2016, #5, Directory Magazine, Winner, Film Online and Digital
Pedigree - Tweet for Bowls
Just days before Super Bowl XLIX, GoDaddy received considerable backlash for a commercial that many believed glorified puppy mills. PEDIGREE®, a long-standing supporter of adoption, 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.
"Tweet for Bowls" OLV | Agency: BBDO, Role: Creative Director
Social
Print and OOH
