Client: Pedigree
Date: Apr 2016
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Global pet food brand Pedigree has joined forces with Clemenger BBDO Melbourne to prove dogs really are man’s best friend.

Following the real-life stories of three Australian pet owners, the three-minute ‘Hearts Aligned’ film shows how dogs help reduce stress levels and improve our lives.

The touching campaign follows research that showed pet owners to have greater self-esteem and a far better grip on wellbeing. Mia Cobb, canine scientist and demonstration co-ordinator, said the work aimed to “showcase the science behind the special bond we have with our digs and celebrate it.”

Leading sports scientist, Dr Craig Duncan, added: “I look at stress and anxiety and how it affects human performance on a daily basis. I also know personally the incredible toll it can take on your health. The ‘Hearts Aligned’ project aims to show how pet ownership can help us positively deal with the stressors of daily life.”

A social media push, raising funds for the national rescue organisation Pet Rescue, is also running in tandem with the film encouraging audiences to share their own dog photos using the hashtag #HeartsAligned. Each post will trigger a $1 donation towards a $20,000 target.

Pedigree spokesperson, Kate Waite, commented: “At Pedigree we believe that dogs bring out the best in us. We are thrilled to be able to showcase this sentiment through the Hearts Aligned campaign and to celebrate the many benefits they bring to our lives.”


Creative Chairman: James McGrath

Executive Creative Director: Ant Keogh

Creative: Giles Watson, Joe Sibley

Copywriter: Hugh Gurney

Additional Credits: Executive Producer: Sonie von Bibra

Senior Producer: Emma Johnson

Digital Producer: Charlotte Abroms

Print Production: Nick Short

Planning Director: Michael Derepas

Digital Strategist: Sam Hodgson

Designer: Jake Turnbull

Digital Designer: Jess Ramsey

Group Account Director: Bryce Coombe

Account Director: Khia Croy

Account Manager: Lauren Peat, Charlotte Lang