The Drum Awards for Marketing - Entry Deadline

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Client: Pedigree
Date: Jul 2021
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Half of the world's dogs are homeless. That's a lot of pooches who need forever homes. However, pet owners are more likely to buy pedigrees over adopting because they assume a dog from a shelter will have a chequered past which affects its behavior. Less than 40% of people in the US and 30% of people in Europe actually adopt after considering shelters.

Pedigree wants to end this stigma and encourage people to rehome shelter dogs, which is why the premise of its latest campaign is: Shelters are full of good dogs. They just need good homes.'

Created by BBDO New York, it uses fantasy to get the point across that it’s often the owner’s circumstances, not the dog’s behavior, that lands it in a shelter.

Both films are presented from the imagination of young pet owners, who can't get their heads around why someone would not have wanted their precious pets. In 'Vampire' a young boy reckons his dog was once the companion of a vegan bloodsucking Dracula figure, who felt guilty his dog wasn't able to mix with others, because he prowled the night with his owner.

In 'Alien', Bandit's first owner was a brilliant astronomer. Together they searched the cosmos for signs of intelligent life until one night intelligent life finds them. However, when the dog tractor beam doesn't work, the ship takes off, leading Bandit behind.