Cannes Lions

1st Grrade

BBDO, Moscow / MARS / 2018

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Case Film

Overview

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Credits

Overview

Description

Every child wants a dog, whereas every parent is usually against it.

“You won’t take care of it”, they say. To be frank, they’re often right because having a dog is hard work.

PEDIGREE® decided to solve this universal dilemma by creating 1st Grrrade – the first ever course where kids can prove to their parents that they can be responsible dog owners and show the seriousness of their intentions. At the same time, it shows parents whether a dog is their kid’s naïve fantasy or their real dream.

By doing so, the brand provided a means of understanding between children and their parents.

The project reminds parents: before getting a dog for your child, make sure that it’s not just a whim, but a serious commitment. And it explains to children: a dog isn’t just fun and joy; dog ownership means daily responsibility and hard work.

Execution

To kick off the programme, we conducted a real course in a Moscow school offering 1st-3rd grade pupils the chance to prove to their parents that they could be responsible dog owners. Teachers, psychologists and professional pet trainers took children through 6 weeks of theory and practice to prepare them for the realities of dog ownership.

An uplifting documentary film was developed capturing the emotional ups and downs of the programme. The film was launched on September 1st on YouTube and was promoted on social networks with a 30” trailer.

To drive the program’s scale, PEDIGREE® simultaneously launched an online course, so that EVERY kid in Russia could prove that he or she could be a responsible dog owner. The course consists of 10 interactive lessons with videos, tests and supporting materials, and it was hosted on the national digital diary that all schools use to manage timetables and grades.

Outcome

1st Grrrade programme was the first online course in Russia to educate kids on how to take care of a dog.

The program reached 7 000 000 kids on Dnevnik.ru, Russia’s digital diary for schoolchildren.

65% of pupils who took the course returned to the project and one in 15 earned the diploma.

On average, 1st Grrrade participants visited 9.5 pages per session, 475% higher than expected, and the session duration was 14 minutes.

The film: more than 12 million views on YouTube, a leader on Ads Leaderboard.

Campaign reached 166 000 000 media and PR impressions and hit the headlines in traditional and social media: 140+ print and online titles published stories about 1st Grrrade together with celebrities and bloggers.

The response PEDIGREE® received was overwhelming: thousands of children, and even adults, confirmed they’d been dreaming about a course like this, and schools demanded it for their pupils.

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