The Drum Awards for Marketing - Extended Deadline

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Client: Pedigree
Date: Nov 2018
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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