Throw anything into the distance – a stick, a ball, a toy – and a dog will bring it back. Joyfully.
AlmapBBDO’s creatives realised that this was a wonderful analogy for the joy that dogs can bring to people with depression. According to the World Health Organization (WHO)’s 2017 study, 5.8% of Brazilians suffer from depression.
It’s common for them to think that life has no meaning and that whatever they’ve lost will never come back. Many of those with depression are ready to give up on hope and throw away their will to go on but eventually find love and happiness brought back to them in a very simple way: the presence of a dog in their lives.
The agency has created both an animated short telling a beautiful, poetic story, and a line of fetch toys with the words, love, happiness, life, and hope written on them. These were sent out to influencers and people who had recently been through a difficult experience. Whenever one of them threw happiness away, for example, their dog would bring it back.
“Adopting an animal is an act of shared love,” stated Gabriela Faria, marketing director for Pedigree in Brazil. “The adopter also receives a number of benefits in exchange. Studies from the Waltham Centre for Pet Nutrition, for example, show that pets can benefit your health, reduce stress, improve senior citizens’ quality of life, and help children’s development.”
Chief Creative Officer: Luiz Sanches
Executive Creative Directors: Andre Gola, Pernil , Bruno Prosperi, Keka Morelle & Marcelo Nogueira
Creatives: Pedro Corbett & Firulo
Producers: Vera Jacinto, Diego Villas Bôas, Aline Silva
Account Service: 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
Production Company: LOBO/Vetor Zero
Executive Producers: Alberto Lopes & Sergio Salles
Directors: Gabriel & Alton
Animation Director: Fabiano Broki
Liaison: Thaís Lopes
Post-Production: Equipe LOBO/Vetor Zero
Producer: Vivi Torre
Management: Clara Morelli & Rosângela Gomes
Audio Production: Cabaret
Music Production: Cyro Neto & Guilherme Azem
Composer: Andre Henrique
Mixing & Post: Gab Scatolin
Liaisons: Ingrid Lopes & Flávia Caparelli
Management: Verusca Garcia & Junior Freitas
Client: Mars Pedigree
Client Management: David Griffin, Marina Sachs, Guillermo Hermosillo, Daniel Calderoni, Gabriela Faria & Marianna Oliveira