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...