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BBDO and PEDIGREE Launch Powerful Video to Mark Blindness Awareness Month

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The moving film tells the story of a single mother raising her child whilst losing her vision

BBDO and PEDIGREE Launch Powerful Video to Mark Blindness Awareness Month

In honour of Blindness Awareness Month, PEDIGREE Brand has released a new video, “Dark to Light,” which tells the story of Liz Oleksa, a single mother whose eyesight suddenly deteriorated one day, leaving her blind. The video highlights how her guide dog, Brice, changed her life, helping her regain independence, confidence and pride.


This moving story is the latest instalment in the PEDIGREE global “Feed the Good”campaign created by BBDO, which is based on the simple insight that dogs and people bring out the good in each other. Since the campaign launched in 2015, PEDIGREE has created impactful content sharing the stories of dogs and humans bringing out the good in each other and sparking conversation about the positive effect dogs have on people. The Feed the Good videos provide an emotional look inside touching stories from real life individuals who have found their way with the help of their dogs, like a wounded veteran, Dan Lasko and his service dog, Wally.


“The Feed the Good campaign brings to life the PEDIGREE brand’s commitment to making the world a better place for dogs” said Melodie Bolin, PEDIGREE Brand Manager at Mars Petcare. “Through visual storytelling, we have been able to share the heartwarming tales of remarkable dogs and individuals, and the positive impact they’ve had on each other.”


“Dark to Light” provides an experience for viewers that pushes them to rely on auditory cues to follow the story, mirroring Oleksa’s personal journey from darkness to light. The video was also created in a second format that uses descriptive video services (DVS) to voice over the visuals displayed on the screen, ensuring the visually impaired can experience the film as well.


For more information on the Feed the Good campaign, visit and check out the Feed the Good videos at YouTube/PedigreeBrand. Find us on and Twitter(@PedigreeUS).

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Production Company

DOP: Julian King

Executive Producer: Jeremy Yaches

Producer: Jason Goldman

Production Company: Public Record

Post Production / VFX

Colourist: The Mill- Fergue McCall


Editor: Nomad Editorial

Creative Agency

Account Executive: Taylor Wesley

Chief Creation Officer: Greg Hahn (New York)

Chief Creative Officer: David Lubars (Worldwide)

Creative Agency: BBDO New York

Executive Creative Director: Greg Ketchum, Tom Godici

Executive Producer: Regina Iannuzzi

President: Kirsten Flanik

Producer: Katie Schad

Senior Account Director: Sally Nathans

Senior Copywriter: Steven Schroth

Associate Creative Director: Eduardo Petersen


Advertiser: Pedigree

Genres: People, Storytelling

BBDO New York, Wed, 05 Oct 2016 09:22:02 GMT