The campaign created by Brazilian AlmapBBDO encourages adoption by comparing a dogs’ love for fetch, bringing back hope and love for their humans.
According to the World Health Organization, 5.8 per cent of Brazilians suffer from depression.
In that state, it’s common for people to think that life has no meaning and that whatever they’ve lost will never come back.
But many of those who are ready to give up on hope and throw away their will to go on eventually find love and happiness brought back to them in a very simple way: the presence of a dog in their lives.
To reinforce the positive effect that dogs have on humans, PEDIGREE turned to the most common game between a caretaker and their pet: throwing something for the dog to fetch and bring back.
Watch the emotional short film here:
The brand used this playful activity to launch a campaign encouraging adoption, with creative development by AlmapBBDO.
In addition to an animated short, telling a beautiful, poetic story, the initiative included the creation of a line of fetch toys emblazoned with the words “love,” “happiness,” “life,” and “hope,” which were sent out to influencers and people who had recently been through a difficult experience.
Whenever one of them threw “happiness” far away, for example, they’d find their faithful dog bringing it back.
With this simple analogy, PEDIGREE seeks to create even more awareness about the importance of adopting a dog, showing just how much happiness they bring to our lives.
PEDIGREE Brazil marketing director, Gabriela Faria said: “Adopting an animal is an act of shared love – the adopter also receives a number of benefits in exchange.
“Studies from the Waltham Centre for Pet Nutrition, for example, show that pets can benefit your health, reduce stress, improve senior citizens’ quality of life, and help children’s development.
Title: A DOG BRINGS IT BACK
CCO: Luiz Sanches
Executive Creative Directors: Andre Gola, Pernil , Bruno Prosperi, Keka Morelle, Marcelo Nogueira
Creatives: Pedro Corbett, Firulo
RTVC: Vera Jacinto, Diego Villas Bôas, Aline Silva
Production: LOBO/Vetor Zero
Executive Producers: Alberto Lopes and Sergio Salles
Directors: Gabriel and AltonAnimation Director: Fabiano Broki
Liaison: Thaís Lopes
Post-Production Management: Clara Morelli, and Rosângela Gomes
Post-Production: Vivi Torre
Post-Production: Equipe LOBO/Vetor Zero
Audio Production: Cabaret
Music Production: Cyro Neto and Guilherme Azem
Composer: Andre Henrique
Mixing and Post: Gab Scatolin
Liaisons: Ingrid Lopes/ Flávia Caparelli
Management: Verusca Garcia/ Junior Freitas
AlmapBBDO Liaisons: Camilla Massari, Flavia Fusco, Renata Zuccarelli, Rafaela Braga
Planning: Cintia Gonçalves, João Gabriel, David Gross, Julia Hodgkiss Prais, Leo Belquiman
Media: Daniel Ribeiro, Thabata Hidalgo, Marina Leitão
Client Approval: David Griffin, Marina Sachs, Guillermo Hermosillo, Daniel Calderoni, Gabriela Faria, Marianna Oliveira
In this guest post, Jen Dobbie (main image), creative director at Hotwire Australia, says ultimately advertising is merely storytelling and offers her expert tips to put more zing in your brand’s tale… The Wicked Bible is a deliciously named, and tempting title for a storied series of mistakes published in 1631. Its pages house the […]
Blooms The Chemist is digitising how it manages owned media, rolling out a dedicated supplier media portal capable of managing in-store and online campaigns across its 110+ pharmacies. The Australian pharmacy sector has seen significant growth, accelerated by the COVID-19 response. At the peak of the country’s pandemic, retail pharmacy sales surpassed $800 million, up […]
data.ai (formerly App Annie), the first unified data ai company, today in partnership with IDC, released the Gaming Spotlight 2022 report. Powered by Game IQ, the report reveals that mobile gaming represents 61 percent of the overall gaming market which is set to hit $222 billion in 2022. The report reveals that mobile gaming is […]
Emplifi, the leading unified customer experience (CX) platform, today revealed the findings of its Q1 2022 analysis of social media spend across thousands of brands worldwide including those in Asia Pacific (APAC). While overall social media ad spend decreased in the first quarter following an impressive holiday showing, it remains significantly higher than a year […]
Reconciliation Australia and Carbon Creative will launch National Reconciliation Week 2022 tomorrow, Friday, 27 May (running through to 3 June) with the theme ‘Be brave. Make change.’ The theme and campaign, developed by social change creative agency Carbon Creative in collaboration with emerging Torres Strait Visual Artist Tori-Jay Mordey, challenges all Australians—individuals, families, communities, organisations, […]
The latest entry in EA and Maxis’ life simulation series, The Sims 4, has released a new update which allows players to customise their character’s pronouns. This new feature is available only in the English version of the game for the time being, with the developers saying that they will soon release it for other […]