Pedigree: Boat

Credits & Description:

Media: Print
Category: Household, garden & pets
Client: Mars/ Pedigree Adoption Drive
Agency: Colenso BBDO, Auckland
Production: Exit Films
Country: New Zealand
Director: Adam Gunser
Production Company Producer: Declan Cahill
Creative Chairman: Nick Worthington
Executive Creative Director: Steve Cochran
Creative Group Head/ Art Director: Andre Sallowicz
Creative Group Head/ Copywriter: Simon Vicars
Business Director: Abbi Barker
Planner: Ed Gunn
Head of Broadcast: Jen Storey
Photographer: Will Bailey
Account manager: Alice Sopwith
Group Business Director: Ahmad Salim
Colenso BBDO
Senior Producer Serena Fountain-Jones
Senior Account Manager - Activation & PR - Jaimie Crighton
Executive Digital Producer - Tim Freeman
Digital Producer - Will Thorat
Digital Designer - Dean Pomfrett
Digital Developer - Dave Arcus
Retoucher - Reks Kok
Client - Mars
MARKETING DIRECTOR - Oliver Downs
MARKETING MANAGER: PET - Cormac van den Hoofdakker
BRAND MANAGER: DOG & SPECIALTY - Maria Granados
Sound Design - Franklin Rd
Media Agency - Starcom
Entry Summary:
It can be hard on parents when their kids leave home. So we created the Pedigree Child Replacement Programme –a service that pairs abandoned dogs with abandoned parents. To create the print campaign we recreated old family photos. But in each photo the kids had been replaced by dogs. The print campaign drove lonely parents to replacethem.co.nz. Here they could match the characteristics of their child who had moved out with a dog longing for a home.