According to the World Health Organization (WHO),* 5.8% of Brazilians suffer from depression. In that state, it’s common for people to think that life has no meaning and that whatever they’ve lost will never come back. But many of those who are ready to give up on hope and throw away their will to go on eventually find love and happiness brought back to them in a very simple way: the presence of a dog in their lives.
To reinforce the positive effect that dogs have on humans, PEDIGREE® turned to the most common game between a caretaker and their pet: throwing something for the dog to fetch and bring back. The brand used this playful activity to launch a campaign encouraging adoption.
In addition to an animated short telling a beautiful, poetic story, the initiative included the creation of a line of fetch toys emblazoned with the words “love,” “happiness,” “life,” and “hope,” which were sent out to influencers and people who had recently been through a difficult experience. Whenever one of them threw “happiness” far away, for example, they’d find their faithful dog bringing it back. With this simple analogy, PEDIGREE® seeks to create even more awareness about the importance of adopting a dog, showing just how much goodness they bring to human beings’ lives.
Executive Creative Directors:André Gola, Pernil, Bruno Prosperi, Keka Morelle, Marcelo Nogueira
Creatives:Pedro Corbett, Firulo
Rtvc:Vera Jacinto, Diego Villas Bôas, Aline Silva
Executive Producers:Alberto Lopes Sergio Salles
Directors:Gabriel and Alton
Animation Director:Fabiano Broki
PostProduction Management:Clara Morelli, Rosangela Gomes
Postproduction:Vivi Torre, Equipe Vetor Zero
Music Production:Cyro Neto, Guilherme Azem
Mixing and Post:Gab Scatolin
Liaisons:Ingrid Lopes, Flávia Caparelli
Management:Verusca Garcia, Junior Freitas
AlmapBBDO Liaisons:Camilla Massari, Flavia Fusco, Renata Zuccarelli, Rafaela Braga
Planning:Cintia Gonçalves, João Gabriel, David Gross, Julia Hodgkiss Prais, Leo Belquiman
Media:Daniel Ribeiro, Thabata Hidalgo, Marina Leitão
Client Approval:David Griffin, Marina Sachs, Guillermo Hermosillo, Daniel Calderoni, Gabriela Faria, Marianna Oliveira