Cannes Lions

By My Side

BBDO , New York / MARS / 2016

Presentation Image
Film
Presentation Image

Overview

Entries

Credits

Overview

Description

"By My Side”, the first film in PEDIGREE'S Learn From Dogs series, features Dan Lasko, a wounded warrior whose service dog, Wally, taught him “everything is going to be alright.” Wally’s calming presence helped Dan with his PTSD and distracted him from feeling self-conscious about his leg when he was out in public. With an increased level of emotional stability and confidence, Dan’s ability to achieve his goals and inspire others grew exponentially, thanks to Wally. Next, he wanted to pay it forward to another animal. When he met Maggie, she was abandoned dog living in an unfamiliar shelter – too scared to eat, unsure what the future held. Dan wanted Maggie know that “Everything is going to be alright.” Ultimately, the lesson, from Wally to Dan to Maggie, came full circle.

Execution

We partnered with relevant, top-performing video platforms like Upworthy, Unruly and HuffingtonPost, natively integrating the video within custom content and proven social extensions. We chose to work exclusively with environments that evoked emotion and trust in order to drive meaningful video views that helped to solidify the emotional connection between dog lovers and PEDIGREE®.

Outcome

Feed the Good launched globally last year. Beginning with :15 TV spot titled "Rescued," along with a :30 OLV version, the campaign launched in the U.S. in January 2016. "By My Side,” running online, is yet another powerful extension of the campaign, and digs deeper into the true adoption story and budding bond between our television hero, his service dog and newly adopted dog, Maggie. Sales in the U.S. have continued to climb since the campaign launch and public reception of the expanding story has been extremely positive. And there are more incredible stories of how dogs bring out the good in people to come.

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