Agency: BBDO
Client: Pedigree
Date: Mar 2021
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Pedigree has released a campaign called 'Hero-ish' that highlights the big personalities of small dogs and the superpowers they think they have, hence “hero-ish.”

Creative agency BBDO NY developed a suite of new assets for the campaign, including a digital comic book, two 15-second online videos and a Snapchat lens and filter. See below for details:

The comic book, called 'The League of Hero-ish Small Dogs,' stars small dog influencers Coco and Cici the Maltese, Bertie the Pomeranian, Maya the Mini Dachshund and Ducky the Yorkie. The story follows these dogs using the superpowers they think they have – which the brand is calling their 'hero-ish' qualities – to save the day.

With the launch of the campaign, the brand is also kicking off the Hero-ish Small Dog Contest, where dog owners across the country can share the superpowers their small dogs think they have for a chance to have their pet featured in the next edition of 'The League of Hero-ish Small Dogs' comic book. The contest is open for entries until 26 March.