The pet food category is one that has many competitors and brands. As such, messaging might not be as easily communicated though all the clutter pet owners face daily. Our key objectives were to create something visually interesting to get their attention and to succinctly bring across our message that proper digestion is something they should be promoting through Pedigree.

During an intense brainstorming session, the creative team grew slightly frustrated and scribbled many ideas on the white board. From there, the concept of a tangled mess of lines grew into the final idea. The tangled mess of lines led us to think of the discomfort that dogs may feel if proper digestion is not promoted. Pedigree was the solution to tangle.

We perceive the ad to be simple yet eye-catching, and that dog owners would take a second look to evaluate that Pedigree is the solution to ensure proper digestion for their beloved dogs.