Humans are not the only ones to be influent on social media. Nowadays, more and more dogs have their own Instagram accounts. Some of them are liked and followed like stars. Pedigree and their agency CLM BBDO laid hold of this phenomenon for the good cause with an operation called “Dogs for dogs”. Exceptionally, several of the most influent French Instagram dogs lent their account to other dogs of the same breed, waiting to be adopted. Their followers then liked their photos like they usually do, before realizing they were actually giving likes to an abandoned dog. A dog similar to the one they are used to following, but one that they can adopt, thanks to a link redirecting to agirpourladoption.fr. For the first time, thanks to Instagram, dogs used their notoriety to support other dogs. For 10 years, Pedigree supports adoption via the program Agir Pour l’Adoption. In addition to the food that the brand has been supplying to shelters, the brand communicates in an innovative way to sensitize French people to the cause of adoption.
Digital advertisement created by BBDO, France for Pedigree, within the category: Pets.
Executive Creative Director: Matthieu Elkaim
Creative Directors: Benjamin Dessagne, Stéphane Santana
Creatives: Théophile Robaglia, Joseph Rozier
Account team: Mélanie Marchand, Marion Quesada, Ania Lafargeas
Agency producer: Grégoire Coloumbel
Social Media: Éléonore Berthier-Milot, Jules Sednaoui
Influence: Auriane Desplanches
Editor: Pierre Deshayes