Cannes Lions

DOG RESCUE PROGRAMME

STARCOM MELBOURNE, Melbourne / MARS / 2010

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Overview

Entries

Credits

Overview

Execution

Ideally we’d take every shelter dog to the city; letting people meet them and showing the scale of the problem. In reality we did the next best thing.

We created 1000’s of life sized cut-out dogs and released them in parks and main streets. Each dog was ‘Pedigree yellow’, told the dog’s story and how to adopt.People loved the Yellow Dogs and Twitter was filled with stories of people carrying them home on trains!On live TV, presenters of family targeted TV shows introduced our dogs and hugged them; showing they were not ‘damaged goods’. Live audiences were openly shocked to hear the dogs could be destroyed.Each week in Australia’s largest newspapers, 12 new dogs appeared within dedicated PAD editorial pages; for the cost of a small ad on each page.Stories were told within Yahoo!7 lifestyle and Facebook; keeping fans informed with news from PAD.

Outcome

The number of dogs in shelter homes is now at it’s lowest EVER level.PAD awareness reached 32% and we clearly overcame the perception that shelter dogs were damaged goods – with an incredible 3,365 dogs being adopted after just two months. Some shelters even ran out of dogs and had to put people on waiting lists!Pedigree received hundreds of emails, demonstrating the campaign’s effect on brand preference. One dog lover wrote,“I learnt about your campaign watching Funniest Home Videos. I will support this cause and, more importantly, switch my dog to Pedigree from now on.”

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