We teamed with Animal Welfare League (AWL) in Chicago, Illinois, a shelter that receives PEDIGREE® food at no cost as part of the PEDIGREE Feeding Project. All of the dogs at AWL are fed PEDIGREE® as part of their consistent diet. The shelter found Duke abandoned on the street, and after three weeks of intensive care, we began photographing him daily over the course of six weeks while he waited for a home. This allowed us to build the time-lapse animation of his transformation that became the basis for the dynamic website experience and accompanying banner.

Duke’s Journey proved to be just as transformative as we expected, both for Duke and for PEDIGREE®. In the first week alone, the site received over 3 million social media impressions; 4,000 unique visitors; 20,000 video views; it was chosen as an Editor’s Pick on Creativity Online; and, best of all, it resulted in Duke’s adoption by a loving family. Users spent an astonishing average of 5.5 minutes on the “Duke’s Journey” website, the impact echoing loudly across social with over 3 million impressions, including thousands of heartfelt comments supporting Duke along the way.