2010 BRONZE

GLOBAL

PEDIGREE ADOPTION DRIVE

PEDIGREE, PEDIGREE

Luc Mongeau, Global Brand Leader
Deb Crew, US
Leon Kraig,LatAm
John Anton, US
Fiona Hughes, UK
Doug Milne, Mexico

TBWA

Chris Adams, Group Creative Director
Margaret Keene, Group Creative Director
Suzanne Powers, Global Strategy Director
Patrick Collins, Worldwide Managing Director

Pedigree set out to prove to the world that it was more than just a dog food company; it needed to prove it was a dog loving company. So, the brand gave a voice to the millions of dogs around the world who need it most: those in need of homes. The campaign raised awareness of the problem, established a real emotional connection with consumers, and most importantly, helped thousands of dogs get adopted worldwide. Proving what's good for dogs is good for business, these efforts led to increased sales.