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Pedigree
Dogs on Zoom

RAN IN: United States

CLIENT
Mars Petcare

Elizabeth Barrett, Senior Brand Manager
Fabio Ailings, Global Brand Director
Craig Neely Vice President Marketing, Vice President of Marketing
Lindsay Smith, Associate Brand Manager

AGENCY
BBDO New York *Lead Agency

Annemarie Norris, EVP, Group Planning Director
Karin Santiago, VP, Planning Director
Jaime Chou, Junior Planner
Peter Kain, EVP, Executive Creative Director
Gianfranco Arena, EVP, Executive Creative Director
Damjan Pita, Creative Director
Jim Connolly, Creative Director
Sally Nathans, EVP, Senior Account Director
Elizabeth Maini, SVP, Account Director
Isabel Pluck, Account Manager
Crystal Rix, Chief Strategy Officer / Global Chief Marketing Officer
James Miller, EVP, Head of Strategy (Mars) / Head of Strategy (BBDO Europe)
Brian Brydon, VP, Communications Planning Director
ChristineYang, VP, Data Solutions
David Lubars, Chief Creative Officer, Worldwide
Bhanu Arbuaratna, Freelance Creative, Design
Carmen Vasile, Global Account Lead Mars Petcare and Board Account Director
Chelsea Berk, Account Executive
David Rolfe, EVP, Director of Integrated Production
AmyWertheimer, Executive Producer
André Rowe Jr., Executive Producer
CarolineDeason, Producer
Chava Quinn, Interactive Producer
BrodyBernheisel, Director (BBDO Studios)
Emiko Alexejew, Production Coordinator (BBDO Studios)
Brad Go, Editor (BBDO Studios)
Jonathan Hsu, Studio Producer (BBDO Studios)
Luke Butler, Studio Producer (BBDO Studios)


MediaCom


Weber Shandwick

Samantha Barron, Senior Manager
Madeline Coe, Associate, Media Relations
Ellie Halter, Associate


Barefoot Proximity

Stephanie Peacock, Account Director Client Partnership
Ross Phernetton, SVP, Group Experience Design Director


SUMMARY

To fulfill PEDIGREE®’s longstanding commitment to dog adoption during COVID-19, we created Dogs on Zoom. Dogs on Zoom is a virtual adoption platform and solution, connecting adoptable dogs to potential pet parents when they needed each other the most. Through Dogs on Zoom, PEDIGREE® sought to drive impact on dog adoption, PEDIGREE®’s association with dog adoption and brand fame. Pedigree successfully generated a 22% lift in adoption interest at featured shelters, increased association with adoption by 4x, generated 244 million PR impressions and received national news coverage.

CASE VIDEO


Language: English