Pedigree brand is helping to support pet adoption, while ensuring the safety of prospective pet parents and shelter employees, as most of the country continues to navigate their new normal of social distancing. With a new campaign called “Dogs on Zoom,” the Pedigree brand is hosting virtual dog adoption events at select shelters, allowing consumers to meet and adopt a new pet, all completely contact-free.
The pilot adoption events are taking place in the brand’s hometown of Nashville on May 11-13 at 5:00 PM CT, with the Nashville Humane Association. For every dog adopted during these virtual shelter events, the Pedigree brand will cover the full adoption fee, as well as the Zoom membership and equipment costs for the shelter.
To help perpetuate the practice of virtual adoption and assist shelters around the country with digitization, the PEDIGREE brand has made a digital toolkit available at MeetYourNewDog.com with directions and tips to help facilitate the virtual adoption process.
The campaign is being supported with online videos, PR support and social media content, including carousels for Instagram and Facebook to highlight the adoptable dogs at the participating shelters.
This professional campaign titled 'Dogs on Zoom' was published in United States in May, 2020. It was created for the brand: Pedigree, by ad agency: BBDO. This Integrated medium campaign is related to the Pets and Public Interest, NGO industries and contains 1 media asset. It was submitted over 3 years ago.
Advertising Agency: BBDO, New York, USA
Chief Creative Officer, Worldwide: David Lubars
Executive Creative Director: Peter Kain
Executive Creative Director: Gianfranco Arena
Creative Director: Damjan Pita
Creative Director: Jim Connolly
Art Director: Bhanu Arbuaratna
EVP, Director of Integrated Production: David Rolfe
Exec Producer: Amy Wertheimer
Producer: Caroline Deason
Interactive Executive Producer: Katie Young
Interactive Producer: Chava Quinn
Snr Account Director: Sally Nathans
Account Director: Elizabeth Maini
Account Manager: Isabel Pluck
Account Executive: Chelsea Berk
Group Planning Director: Annemarie Norris
Planning Director: Karin Santiago
Comms Planning Director: Brian Brydon
Planner: Jaime Chou
Production Company: BBDO Studios
Director: Brody Berheisel
Executive Producer: André Rowe Jr
Studio Producer: Luke Butler
Studio Producer: Jonathan Hsu
Production Coordinator: Emiko Alexejew
Editorial Company: BBDO Studios
Editor: Brad Go