Titanium > Titanium and Integrated
FIRST DAYS OUT
ALMAPBBDO, Sao Paulo / MARS / 2015
Awards:
Overview
Credits
Overview
BriefExplanation
Titanium Lions because it was a breakthrough campaign. For the first time ever in Brazil, a pet food campaign wasn't based in product selling and product shots, engaging people in a way that they never expected. The message was so true and powerful that spread all over the world.
CampaignDescription
First Days Out is part of a campaign to launch Pedigree’s new concept: “Feed the Good.” This new idea aimed to show just how important dogs are in people’s lives. The release called for something beyond TV and print media, showing this new phase for Pedigree with a powerful, emotional message. Originally, First Days Out aimed to communicate with the Brazilian market. But the format and message were so universal that the film was adapted for other areas, such as the United States – Pedigree’s largest market worldwide. The greatest challenge for the project was to find ex-convicts who would agree to show their lives and, above all, adopt a dog. The research process that led to the two chosen ex-cons was a long one, but made all the difference in the final result.
Effectiveness
The numbers speak to the project’s success. On the first week, the film was watched over 9 million times. Also on the first week that it was posted, it hit over 142.000 likes and over 78.000 shares. On Youtube the film had 99% percent of approval and Pedigree brand channel had an increase of 80% on the number of subscribers. Such was the impact on internet that the film spread as editorial content for some of the most important TV News in Brazil.
Implementation
The film was launched on the brand’s fan pages. The objective was to draw attention and win over dog lovers. Using this audience and their sharing the film on their social networks, First Days Out reached an even broader audience, which also took in non-dog lovers. The second stage was to publicize the film on YouTube, placing it as pre roll content. Eventually, as the film became increasingly popular, dog-related blogs also began featuring it.
Relevancy
The creative insight was the fact that dogs really make a difference in people’s lives.To communicate this, one would need to create something just as true as the phenomenon itself -showing in practice what dogs can do for people. The path taken was to document the stories of two ex-convicts who needed to get their lives back on track. This crossroads in their lives provided the ideal backdrop to show just how much difference a dog can make. The story in First Days Out focuses on the importance of having a dog; the film doesn’t bother with moving product. This was far more relevant.This is content that can create an incredibly powerful sense of complicity with the audience. In telling these stories, Pedigree positioned itself as the brand that best understands the relationship between people and dogs; and the Internet was where the brand could show that.
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