PEDIGREE Adoption Drive: Doggelganger
Dave Munn and Hayley PardoeColenso BBDO
Campaign details
Brand owner: Mars NZAgency: Colenso BBDOBrand: Pedigree Adoption DriveCountry: New ZealandMedia budget (USD): Up to $500kChannels used: Internet - microsites, widgets, Online video
Executive summary
Pedigree's global positioning is 'We're for dogs' and the brand's mission is to make the world a better place for dogs, which is the reason behind the Pedigree Adoption Drive. It has three core objectives: to raise awareness of the plight of homeless dogs; increase adoptions in the process; and to...