BBDO feeds the good throughout the world

To create a global campaign for Mars Pedigree, BBDO New York had to find a universal insight about owning a dog. It found a universal insight that’s more profound.

BBDO’s first global campaign for many years hinges on the idea that dogs have a role in making the world a better place. The time for a campaign based on making the world a better place is now. Feed the Good will be the central idea in all creative in Australia, Brazil, New Zealand and the U.S. (Additional markets are slated for later in the year and 2016), but each BBDO will create content for its own market.

Leonid Sudakov, chief marketing officer, global petcare, Mars, Inc., commented, “Studies attest how the companionship of animals transforms and improves people’s lives. By nourishing the loveable innocence in every dog, Pedigree helps feed the good they bring to the world.”

Above and beyond television, print and online advertisements, the campaign will feature marketing efforts such as in-store displays, social media, consumer promotions and public relations. In some markets, like New Zealand, the campaign will be supported with digital solutions developed in collaboration with companies like Google.

The campaign kicked off Brazil at the end of April, with an online documentary spot called First Days Out, produced by AlmapBBDO, about how rescue dogs helped two former inmates rehabilitate following their release from prison. In addition to the 3 minute documentary, Pedigree will release a 30 second television commercial called Dogs World in Brazil later in 2015.

Australia’s spot, created by Clemenger BBDO Melbourne, launched on May 4. It’s the first TVC in the campaign. Good Fight opens on several young men on a street corner who are poised to fight. Just as it’s about to get really heated, one of them notices a dog that has run out into the middle of a busy street. Suddenly the young men forget about their squabble and sprint to save the dog.

BBDO New York’s 45 second spot, The Walk, shows how dogs bring people from different walks of life together. A grouchy old white man and a black youth are brought together by their pets while walking through their neighbourhood. It’s running online, on YouTube and on Pedigree’s social media sites.