Agency: BBDO


ARE YOU LOOKING FOR THE PERFECT LIFE COACH? PEDIGREE® INSPIRES PEOPLE TO ADOPT DOGS AND BECOME BETTER VERSIONS OF THEMSELVES The “Coach” is a widespread social campaign by PEDIGREE® and BBDO Moscow that launched ahead of International Homeless Animals' Day. The idea is to challenge stereotypes about adopting pets and show that a dog could be a real personal coach. Life coaching sessions have captured social networks, but pet owners believe that shelter dogs are true coaches on the way to success, so the brand and agency claim: save thousands on webinars, lectures and books like “45 Easy Steps Towards a Million”, just adopt a dog, and it will make you better. A shelter dog is a first step towards a new, fulfilled and prosperous life. The campaign includes the project’s website, OLV, podcasts with celebrities, who have adopted dogs, and real life coaches and also advertising in social media, where users can choose a real pet from a shelter and read its biography, clicking the link. There are real dog-coaches’ profiles on the landing page: it helps users to find a perfect pet follow their interests and wishes. Another non-standard way to know, how dogs can help you with calmness, sociability, responsibility, self-confidence, discipline, stress resistance is to listen to podcasts featuring coaches, an animal psychologist, volunteers and celebrity dog owners. They tell about personal experience and give useful recommendations. Alexey Fedorov, Executive Creative Director BBDO: “PEDIGREE® in Russia started to talk about the important topic — homeless dogs adoption. Usually brands do it attracting sympathy and pity. But we decided to create ironic campaign, where we compare dogs with life coaches. Coaching is very up-to-date topic. Now you can hear how to become successful and the best version of yourself on heavy rotation. An adopted dog will not solve all your problems immediately, and I’m not sure if anyone can. But an adopted pet is the perfect life coach, who is always with you and will make you better every day gradually” The campaign will last until September 13th.

This professional campaign titled 'Coach' was published in Russia in September, 2019. It was created for the brand: Pedigree, by ad agency: BBDO. This Integrated medium campaign is related to the Pets industry and contains 3 media assets. It was submitted about 4 years ago by Press-office: Aleksandr Kurbanov of BBDO Group (Russia).


Advertising Agency: BBDO Moscow, Moscow, Russian Federation
Executive Creative Director: Alexey Fedorov
Creative Group Head: Natasha Teddy
Creative Group Head: Sofya Tsytkina
Copywriter: Alexander Sinyuk
Digital Art Director: Albert Gizatullin
Digital Art Director: Andrey Krusanov
Web-designer: Yulia Belyakova
Web-designer: Sofya Novikova
Senior Strategic Planner: Anna Khitko
Strategic Planner: Vera Zgurskaya
Digital Strategic Planning Director: Polina Ignatieva
Digital Strategic Planner: Olga Zhosanu
Head of TV Production: Irina Noruzi
Producer Assistant: Anastasiya Nikolskaya
Music Producer: Dmitry Rubezhov
Senior Digital Producer: Yury Marin
Digital Producer: Elena Novoseltseva
Business Director: Anastasiya Dubrovskaya
Group Account Director: Katrin Auashria
Account Manager: Asya Shapievskaya
Director: Brig White
Director of Photography: Mikhail Krichman
Producer: Dmitry Lobkov
Producer Assistant: Maria Berezina
RODNYA Creative PR Studio
CEO & Founder: Serafima Gurova
Deputy CEO: Vera Sivacheva
Creative Director: Ekaterina Antipova
Account Director: Valeria Startseva
Account Manager: Anastasia Rybalchenko
Account Director: Daria Belyaeva
Junior Account: Ulyana Salenko
Junior Account: Timur Khakimov
Account Assistant: Tamara Papastiya

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