Cannes Lions
BBDO NEW YORK, New York / MARS / 2017
Awards:
Overview
Entries
Credits
Description
In this film, the roles are reversed at a typical dog shelter. Instead of dogs in cages, we see humans. Each human is mindlessly engaging with social media, video games, reality TV, etc. Similar to how dogs appear at the shelter – the humans look bored, unhappy. Until, suddenly, a dog comes along looking to adopt a person. You can see the look of desperation in each human’s face, as if to say, “pick me, save me.” The dog picks a woman. She’s both happy and relieved. Title: “Sometimes you need a dog as much as a dog needs you. Adopt.” This metaphor is a statement about how we humans increasingly choose to spend time in our modern society, and what better way to break out of the personal cages we’ve created for ourselves than to adopt an innocent, lovable, loyal dog.
Execution
Incorporating learning from previous longer-form online PEDIGREE® content, we created a comprehensive online support plan for our video, targeting consumers on their digital devices across various high-value video placement. The video launched with a premium Twitter placement and various content partners to lead up to National Adopt A Shelter Pet Day, appearing as well within native content and custom articles to maximize reach and relevance. The video will be supported throughout the month of May 2017 in tandem with a larger PEDIGREE® in-store adoption initiative, filling out the campaign and boosting both shelter pet adoption and PEDIGREE®’s highly positive associations with helping shelter animals.
Outcome
“Pick Me” launched on April 27, in advance of National Adopt A Shelter Pet Day, with a comprehensive digital media plan supporting the video in its full length across multiple partners and platforms. In its premiere Twitter First View placement, the video garnered over 20 million impressions and 8 million views in just over a day, surpassing benchmarks and prompting 11,000+ overwhelmingly positive re-tweets. On Facebook, the film reached close to 500k users in its first 4 days (466,500 as of noon May 1st), and the film’s artistic merit and positive, timely message earned pickup in over 300 placements, adding 12 million+ additional impressions in its first two days online. The continued implementation and expansion of PEDIGREE®’s “Feed the Good” campaign within the space of adoption has been a strong success, and continuing to build upon the brand’s strong values will help to further strengthen the foundation for growth.
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