Pedigree: leaderboard-top-1 by Colenso BBDO
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Pedigree Dentastix has helped invent a holiday just for dogs as a way to celebrate the season through the eyes of our four-legged friends.
'The Season of Good Dog' is a global campaign which was developed by Colenso BBDO New Zealand. The campaign is fronted by Good Dog, an innocent family dog with a healthy sense of self. In the film, we see that he has misinterpreted Christmas with a misguided account of the rituals and traditions of the holiday. In the end, however, he discovers the true meaning of the holiday – The Season of Good Dogs.
The brand also created a series of Season of Good Dog-themed carols, revisiting holiday favorites with new lyrics about the joy of the season through a Good Dog’s eyes. The brand partnered with Spotify to feature these carols as ads on the streaming platform, directing users to the full playlist for owners and their furry friends to enjoy together.
Credits
Agency: Colenso BBDO
Client: Pedigree
Campaign: Season of Good Dog
Mars Global Petcare
Global Brand Director MARS Petcare: Dave Griffin
Global Innovation Acceleration Manager: Angela Cameron
Marketing Director MARS Petcare US: Melodie Bolin
Brand Manager – Dentastix: Rafael Blanco
Associate Brand Manager: James Niemann
BBDO
Chief Creative Officer, BBDO Worldwide: David Lubars
Creative Chairman: Nick Worthington
Chief Creative Officer: Levi Slavin
Executive Creative Director: Daniel Wright
Creative Group Head: Beth O'Brien
Creative Group Head: Thomas Darlow
Group Business Director: Ahmad Salim
Business Director: Nico Ainsworth
Account Manager: Arameh Bozorgi
Account Executive: James Baker
Snr TV Producer: Natasha Gill
Integrated Producer: Ashlee Harris
Head of Integrated Production: Scott Chapman
Snr Planner: Philip De Meulemeester
ECD - Pedigree Global: Gianfranco Arena
ECD - Pedigree Global: Peter Kain
Snr Account Director - Pedigree Global: Sally Nathans
Agency Producer: Natasha Gill
DOP: Jeremy Rouse
Production Company: Finch
Production Company Executive Producer: Rob Galluzzo
Production Company Producer: Claire Thompson
Director: Christopher Riggert
Sound: Liquid Studio
Sound Design: Craig Matuschka
Music Composition: Peter van der Fluit
Music & Sound Producer: Tamara O’Neill
Post Production: Blackbird
Online Editor: Nicholas Ponzoni
Editor: Stuart Reeves & Bernard Garry, The Editors