Pedigree: Human Guides, 2

Credits & Description:

Agency: AlmapBBDO
Advertiser: MARS
Product: PEDIGREE®
General Creative Director: Luiz Sanches
Executive Creative Director: Bruno Prosperi
Creative Directors: Andre Gola, Pernil, Marcelo Nogueira, Keka Morelle
Creative: Rafael de Miranda, Pedro Reis, João Souza
RTV: Vera Jacinto, Diego Villas Bôas, Tatiana Martins
Content Producer: Marcelo Pignatari
Production: Bando Studio Produções Cinematográficas
Director: Ale Charro
Second Unit: Lucas Rangel
DP: Wagner Jabour
Editing: Juliana Munhoz
Post-Production: Daniel Beew
Post-Production: Equipe Bando
Motion: Pedro Gebara
Executive Producer: Marcela Sutter
Audio Production: Cabaret
Client Services: Ingrid Lopes and Vitoria Capelasso
Producer: Gab Scatolin
Maestros: André Henrique
Audio Post: Gab Scatolin
Coordinators: Verusca Garcia and Nicole Bonnet
Illustrator: André Maciel (Black Madre) and Estudiorama
Final Art: Carlos Henrique
Graphic Production: Jose Roberto and Marcos Souza
Director of Digital Operations: Rodrigo Falcão
Digital Strategy: Nicole Bortoluzo Cassiano
Project Managers: Eduardo Bruschi Cardoso, Mayra Otsuka, Diego Honorato da Silva
AlmapBBDO Client Services: Camilla Massari, Pedro Fragata, Renata Zuccarelli Luzzi, Gabriela Nogueira Dias
Planning: Cintia Gonçalves, João Gabriel, David Gross, Julia Hodgkiss Prais
Media: Daniel Ribeiro, Renata Bordin, Thabata Hidalgo, Taís Trevisol, Wiraquitan de Lima
BI: Bruno Mosconi, Helio Silva Balbi and Marina Leitão
Approval: David Griffin, Marina Sachs, Daniel Calderoni, Valdir Nascimento, Patrícia Pollice
Published: May 2018
Synopsis:
Dogs are man’s best friend. When a human loses their sight, they can often count on the support of a guide dog. But when it’s the dog that goes blind, the reverse isn’t always true. Both negligence and a lack of knowledge about how to address the situation may expose dogs to unnecessary dangers, and often lead to abandonment. According to data from Ampara Animal, 10% of dogs taken to shelters have some sort of special need, including blindness.
To draw attention to this plight and encourage humans to get training to deal with visually impaired dogs, PEDIGREE®, a Mars Petcare brand – the largest pet food company in the world – has launched Human Guides, the first educational platform that takes the opposite route and teaches human guides to support dogs. Created by AlmapBBDO, Human Guides is an element of the concept of “Feed the good,” from PEDIGREE®, and seeks to make owners aware of the steps they need to take with blind dogs. After all, they’ve been by their caretakers’ side, offering love and affection, all their lives. Now it’s time to return the favor and strengthen the bond between them.
The platform, which is completely free, includes five video lessons from veterinary ophthalmologist Dr. Pedro Guedes, a specialist in canine blindness. The educational content teaches caretakers how to create new feeding and hydration routines, venture out safely, develop the dog’s memory, and play in a new way.