pUp syndrome

Agency: BBDO


It is shameful to admit but Russian society rejects people with Down syndrome. It is believed, they can’t work, so employers don’t hire them. Only 4 are officially employed – inexcusable statistics for a country of 146 000 000 people. It means adults have no chance to live a full life. This is one of the most pressing social problems in Russia, which is totally ignored. During the project ‘pUp syndrome’ 5 participants were visiting the Dog Training Centre and the hotel for dogs – a place where animals are in need of special attention and care because they are away from their owners. Young people learned how to work, to be independent and responsible caring for the animals. Dogs helped them to become more self-reliant and executive. It became the First Professional Adaptation Programme for people with Down syndrome in Russia.

This professional campaign titled 'pUp syndrome' was published in Russia in May, 2016. It was created for the brand: Pedigree, by ad agency: BBDO. This Ambient medium campaign is related to the House, Garden industry and contains 1 media asset. It was submitted about 8 years ago.


Advertising Agency: BBDO, Moscow, Russia
Managing Director: Natalia Tsyganova
Creative Director: Alexey Fedorov
Creative Group Head: Ekaterina Savrasova
Senior Copywriter: Natalia Sytnik
Digital Creative Group Head: Victor Gribanov
Senior Digital Producer: Yuriy Marin
TV Production Director: Boris Anisonyan
Senior Producer: Yana Ageeva
Junior Producer: Anna Chernaya
Music Producer: Dmitriy Rubezhov
Director TV Production Studio: Kirill Kulygin
Senior TV studio manager: Andrey Belov
Group Account Director: Elena Vorobyova
Account Director: Natalya Dzhafarova
Account Supervisor: Anastasia Babuchenko
Production company: Bureau Working Title
Director: Taisia Reshetnikova
DOP: Alexandra Ivanova
Executive producer: Elena Vlasova
Line producer: Tatyana Finaeva
Production designer: Ruslana Osmanova
Producer assistant: Ksenia Tsvetkova
Editor: Kirill Khandurin
Music composer: Oleg Karpachev
PR Agency: Mint
Managing Director: Viacheslav Tikhomirov
Client Services Director: Anastasiya Pogorelova
Senior Project Manager: Kseniya Kuznetsova
Project Manager: Maria Kirienko


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