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Dogs Bring Back the Will to Live in Moving Animated Short from Pedigree

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AlmapBBDO encourages adoption by drawing a parallel with dogs’ love for fetch - bringing back whatever humans throw far away

Dogs Bring Back the Will to Live in Moving Animated Short from Pedigree
According to the World Health Organisation, 5.8% 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 will 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. 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 goodness they bring to human beings’ lives.

“Adopting an animal is an act of shared love – the adopter also receives a number of benefits in exchange,” says Gabriela Faria, marketing director for Pedigree in Brazil. “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.”
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Client

Brand: PEDIGREE

Advertiser: MARS

Post Production / VFX

Post Production Company: Vivi Torre, LOBO/Vetor Zero

Post Production Management: Clara Morelli, and Rosângela Gomes

Sound

Sound Company: Cabaret

Audio Mixer: Gab Scatolin

Liaisons: Ingrid Lopes/ Flávia Caparelli

Management: Verusca Garcia/ Junior Freitas

Other

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

Creative Agency

Creative Agency: AlmapBBDO

Chief Creative Officer: Luiz Sanches

Executive Creative Director: Andre Gola, Pernil , Bruno Prosperi, Keka Morelle, Marcelo Nogueira

Creatives: Pedro Corbett, Firulo

RTV: Vera Jacinto, Diego Villas Bôas, Aline Silva

Music

Music Company: Cyro Neto and Guilherme Azem

Composer: Andre Henrique

Animation

Animation Company: LOBO/Vetor Zero

Executive Producer: Alberto Lopes and Sergio Salles

Director: Gabriel Nobrega, Alton, Fabiano Broki

Liaison: Thaís Lopes

Genres: Animation

Categories: Home, Pet Supplies

Press Kitchen, Wed, 12 Jun 2019 17:37:36 GMT