Pedigree: HAND-IN-PAW LEASH

Credits & Description:

Category: Charities
Advertiser: MARS FOOD
Product/Service: PEDIGREE
Agency: BBDO
Chief Creative Officer: Leong Wai Foong (BBDO)
Executive Creative Director: Ng Tian It (BBDO)
Creative Director/Art Director: Xiao Kun (BBDO)
Creative Director/Art Director: Alice Wang (BBDO)
Art Director: Heng Yee Sin (BBDO)
Creative Director/Art Director: Kelvin Leong (BBDO)
Copywriter: Scarlett Yan (BBDO)
Art Director/Designer: Louis Ang (BBDO)
Copywriter: Kevin Le (BBDO)
Copywriter: Stephanie Tan (BBDO)
Designer: Alice Wang (BBDO)
Designer: Li Fang Fang (BBDO)
Typographer: Zhang Wei (BBDO)
Photographer: Kenny Chai (Grass Studio)
Photographer: Zhang Lu (Grass Studio)
Photographer: Zhao Hao (Grass Studio)
Media placement: Direct Mail - Homes - 22 March, 2012
Describe the objective of the promotion.
Every year, The Pedigree Adoption Drive offers support to thousands of abandoned dogs across the country. Pedigree asked us to come up with an idea that would open the door to more dog adoptions.
We wanted first-time dog owners because we've already had a steady flow of dog lovers who adopted in the last adoption drive. Our objective was to convince first-time dog owners that dogs are man’s best friend – hopefully, this will result in them opening their hearts and homes to a shelter dog.
Describe how the promotion developed from concept to implementation.
To demonstrate that dogs are a friend indeed, we created a hand-shaped dog leash so you can feel as if you and your dog were walking hand in hand. The agency collaborated with Alice Wang, a product designer for this project. We designed a leaflet to provide details about the Pedigree Adoption Drive to accompany the hand-shaped dog leash.
We hope the hand-shaped dog leash will stimulate discussions on social networking sites to encourage people to adopt shelter dogs. Our target was to increase the chances of dogs being adopted by 30%. And get their friends to consider dog adoption in future.
Explain why the method of promotion was most relevant to the product or service.
How would anyone know what dogs really want, what they really need? Pedigree does, everything we do is for the love of dogs – from the dog food we make to the dog adoption drives we support.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Awareness of the Pedigree Adoption Drive increased to 36% and 6375 dogs were adopted.
This project stimulated discussions on social networking sites and further encouraged people
to adopt shelter dogs. Due to overwhelming response, Pedigree has decided to sell the leash as part of its Pedigree Adoption Drive online merchandise. 100% of the profit from the sale will be donated to Beijing Human and Animal Environmental Centre.