Through the eyes of a trusted dog friend, Pedigree Dentastix helped invent a holiday just for dogs as a way to celebrate the season.
'The Season of Good Dog' global campaign, developed by Colenso BBDO New Zealand, features Good Dog, an innocent family dog with a healthy sense of self and knowledge that the season is just for him, complete with sticks from the tree and Christmas balls (ornaments). His lovingly misguided nature of the holiday goes awry when his family adopts an adorable puppy, which he shuns at first but then becomes enamored with. In the end, he discovers the true meaning of the holiday: The Season of Good Dogs.
Pedigree 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.
For its timely cuteness and good cheer, The Drum’s readers voted the campaign the US Creative Work of the Week. See the work by clicking on the Creative Works box below.
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