Pedigree Recruits Scooby-Doo For Latest Campaign
Clemenger BBDO Melbourne has again teamed up with Warner Bros. Consumer Products (WBCP) to leverage the Warner Bros. Library, this time to launch its latest outdoor campaign for PEDIGREE Adoption Drive, with the world’s most famous Great Dane, Scooby-Doo.
The ‘Life’s better with a dog’ campaign is live on digital adshels around Sydney and is part of an animated series featuring iconic television properties without their protagonists: their dogs.
Aimed at encouraging dog adoption over pet shop or breeder sales, Clemenger BBDO Melbourne copy writer, James O’Sullivan, said the team was inspired by the positive impact dogs have on everyone’s lives, and played on this emotion to suggest what life would be like without them.
“Drawing on pop-culture, we imagined what iconic animations would be like without their famous dogs, and they’re just not the same; this led to a strong visual expression of the idea.
“We chose Scooby-Doo because he’s one of, if not the most loveable canine character ever, so were confident the familiar faces of the Mystery Inc. team would resonate with audiences young and old alike.”
The campaign follows Clemenger BBDO Melbourne’s hugely successful partnership with WBCP for NAB’s ‘More Give, Less Take,’ which features several iconic properties from the Warner Bros. Library, including Looney Tunes, The Wizard of Oz and Gremlins, among many other classic favourites.
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