Pedigree: Adoption Drive

This campaign, from Starcom and PEDIGREE, aimed to reduce the number of dogs being euthanized. The insight, revealed by talking to shelter workers, was that people typically think that shelter dogs are 'damaged goods', but that personal lifestories have the power to overcome negative perceptions.

PEDIGREE: Adoption Drive

The 2010 Warc Prize for Ideas and Evidence was created to identify case studies that demonstrate success against four criteria: strategy, integration, results and innovation. The competition, which was open to entries from any country or industry sector, was judged by an international panel of senior marketers and agency chiefs, using the following weighting: strategy (20% of marks), integration (25%), results (30%), innovation (25%).

For more information on this annual prize, visit www.warc.com/prize.

Campaign Details

Advertiser: Mars IncAgency: Starcom WorldwideBrand: Pedigree petfoodCampaign duration: 3 - 6 monthsCampaign...

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