Pedigree
Pedigree Mutual Loyalty Program
29
dogs adopted
104
media publications
75 000
organic content views

Background

Pedigree supports dog shelters with a special program for dogs who are waiting to be adopted. But we're facing a common stereotype about shelter dogs: people often think that they have weak physical and mental health, and that they're too hard to sociialize.

Idea

We wanted to demonstrate the whole process of dog adoption in real life to show a positive example and wipe out any concerns and stereotypes about shelter animals.

Execution

We created a special video and audio podcast where Nastya Zadorozhnaya, a famous actress and a happy dog owner, together with a professional cynologist helped a shelter dog and her owners go through the whole adaptation process and learn some tips on dog health and education. Pedigree provided a special annual package for our heroes, including vet chek-ups, dog-friendly taxi, petfood and so on.

Next work

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