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Quirky PEDIGREE Campaign Imagines the Fantastical Former Lives of Shelter Pets

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The films from BBDO New York and director James Rouse are based on the real truths that owner's circumstances not dog's behaviour lands them in pet shelters

Quirky PEDIGREE Campaign Imagines the Fantastical Former Lives of Shelter Pets

Shelters are frequently the first place people look for a dog, but less than 40% of people in the US and less than 30% in Europe actually adopt, often due to concerns about assumed behavioural problems the dog may have from a difficult past.

To help combat this stigma, and encourage adoption of deserving shelter pups, PEDIGREE brand is continuing its longstanding mission to end dog homelessness with a brand-new global campaign: “Shelters are full of good dogs. They just need good homes.”

The campaign comes to life from the perspective of imaginative young pet owners who wonder why on Earth, someone would ever have put his or her now faithful companion up for adoption. Maybe her owner was abducted by aliens, or maybe he belonged to a Vampire who felt the pup deserved to see the light of day…

Created with BBDO New York, the films are based on a real truth that it’s often the owner’s circumstances, not the dog’s behaviour, that lands a pet in a shelter. And that adoption can be a much more rewarding experience, leading to a feeling of instant connection, like the dog chose you.

“Helping homeless dogs find their forever homes is central to our mission here at PEDIGREE. People love furry friends, but they often shy away from adopting shelter dogs for fear that they may come with lots of trauma. This campaign challenges negative stereotypes surrounding shelter dogs, by reminding people that shelters are full of good dogs who will make fantastic companions. All they need is an equally good new home,” said Fabio Alings, global brand director of Pedigree. 

TV recently launched in Germany and will roll out to additional markets in the coming months. The campaign will also be supported with pre-roll and social.

The campaign follows PEDIGREE and BBDO’s many notable adoption initiatives like 'Dogs on Zoom' and 'Doghouse' (on Club House), as the brand continues to find innovative new ways to help shelter dogs find homes.

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Creative Agency: BBDO, New York

Chief Creative Officer, Worldwide: David Lubars

Executive Creative Director: Peter Kain

Executive Creative Director: Gianfranco Arena

Creative Director: Eric Goldstein

Creative Director: Fred Kovey

Group Executive Producer: Amy Wertheimer

Senior Music Producer: Julia Millison

Business Affairs Manager: Shelly Bloch

Group Account Director: Sally Nathans

Senior Account Director: Leona McNally

Account Manager: Isabel Pluck

Account Executive: Chelsea Berk

Group Planning Director: Annemarie Norris

Planning Director: Karin Santiago

Comms Planning Director: Brian Brydon

Project Manager: Tiah Marr

Global Deployment Director: Kelly Donahue


Production Company: The Corner Shop

Director: James Rouse

Managing Partner, Executive Producer: Anna Hashmi

Head of Production: Jessica Miller

Producer: Benji Howell

UPM: Mini Bhogal


Editorial Company: Work Editorial

Editor: Bill Smedley

Assistant Editor: Julian Laing

Executive Producer: Erica Thompson

Head of Production: Alejandra Alarcon

Producer: Samara Kelly


VFX: Framestore

VFX Lead: Martin Lazaro

Executive Producer: Dez Macleod-Beilleux

Head of Production: Cat Pavitt

Colorist: Beau Leon


Mix: Heard City

Mixer: Keith Reynaud

Sound design: Keith Reynaud

Sound Deisgn: One Thousand Birds

Alien Music: Oli Julian

Vampire Music: Robert Miller


Media Agency: MediaCom

Genres: People, Storytelling, Dialogue

Categories: Home, Pet Supplies

BBDO New York, Wed, 14 Jul 2021 16:48:23 GMT