The creative ask was simple as well – create something simple, engaging and easily shareable to help Pedigree reach their $50,000 donation goal.Enter Pedigree Adoption Tales – the true stories of five adopted shelter dogs. Voiced by Kurt Browning, we used a simple, yet engaging line-art animation style to bring our Adoption Tales to life.

Hosted on YouTube, and featured on mypedigree.ca/adoption, our Adoption Tales were entertaining, engaging and easily shareable. And thanks to sites like Facebook and Twitter, they spread like wildfire across the Internet.

We also created Adoption Tales in-pack flyers and partner shelter posters that drove consumers to the mypedigree.ca/adoption URL.

The success of the campaign was fantastic. Within four days of the launch, we reached our goal of 50,000 views and $50,000 donated – even though we had only launched three of the five videos. Consumer response to the stories was amazing. They picked them up immediately, spreading them across Facebook, Twitter, the blogosphere and beyond faster then we ever imagined.

For Pedigree, this campaign and creative was unlike any they had run before. And the speed at which they reached their donation goal was unlike any they’d seen before as well. Needless to say, they were blown away.