Silver
Print
Consumer Campaign
| Entrant: | Colenso BBDO, Auckland |
| Brand: | PEDIGREE - Don't Judge, Adopt. Campaign |
| Title(s): | "Sunglasses", "Prom", "Yearbook" |
| Corporate Name of Client: | Mars Global Petcare |
| Client Company: | Pedigree |
| Client Company Global Brand Director PEDIGREE: | Fabio Alings |
| Client Company Global Marketing Manager PEDIGREE: | Mehgan Recker |
| Client Company General Manager Mars NZ: | Emily Dowling |
| Client Company Digital Demand Director Mars NZ: | Bianca Malcolm |
| Media Company: | Essence Mediacom, Auckland |
| Agency: | Colenso BBDO, Auckland |
| Chief Creative Officer: | Simon Vicars |
| Senior Copywriter: | Simone Louis |
| Senior Art Director: | Emily Joe |
| Agency Head of Design: | Mike Davison |
| Agency Head of Integrated Production: | Charlotte Glennon |
| Agency Integrated Producer: | Ella Billham |
| Agency Studio Artworker: | Bri Russell |
| Agency Junior Strategist: | Tobbi Jones |
| Retoucher: | Rex Kok |
Description:
Shelters across New Zealand have been inundated with animals since November, as the cost of living crisis has created barriers for adoptive pet-owners. Dogs in particular are struggling to find owners, as adoptions have slowed down, meaning canines are spending 20 more days than usual in shelter care.
Pedigree is committed to ending dog homelessness and ensuring every dog has a forever loving home. So by helping overcome the stigma around adopting a shelter dog, we hoped to increase dog adoptions during this difficult time.
People are wary of adopting a shelter dog because you never know what kind of past they’ve had. But don’t we all have things in our past we’d rather not dwell on?
We pointed out this hypocrisy to show potential pet parents that everybody, including shelter dogs, deserves a clean slate.
By poking fun of the fact humans are in no position to judge, perhaps we could open people’s minds to adopting a shelter dog.