Pedigree Adoption 2020
In 2020 I had a pleasure to work for Mars Russia. The shoot was made to promote Pedigree Program of mutual loyalty developed for the brand by BBDO Moscow agency. This social project is aimed to attract attention to dogs held in shelters, and to support people who decide to adopt a dog.
Everyone who is going to take a dog from a shelter will be able to become a participant of the loyalty program. Pedigree will provide a special "You're at home" set for each owner which includes veterinary insurance for one year, therapist consultations, a subscription to a dog-friendly taxi service and a pet store certificate.
The shoot took place in three different shelters: in Moscow, Moscow Region and Kaluga Region. As a basis we took a concept of photo booth, where a dog has to squeeze funny faces at the camera. Practically it was a very difficult task, 'cause many dogs from the shelter had a tough life: they are afraid of people, camera, flashes, so we worked with professional dog trainers who helped our four-legged friends to relax in front of the camera.
Credits
Client: Mars
Brand: Pedigree
Agency: BBDO Moscow
Production: Working Title (Rabochee Nazvanie)
Creative director: Alexey Fedorov
Copywriter: Alexander Sinyuk
Art-director: Ekaterina Belkina
Account director: Maria Kirienko
Art buyer: Marina Shponko
Producer: Vasilisa Neznamova
Photographer: Alexander Khokhlov
Color grading: Veronica Ershova
