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Category
CSR - Branded Social Post / Branded Social Post
Annual ID
SM16036M
About the Work
First Days Out is part of a campaign to launch Pedigree's new concept: 'Feed the Good.' This new idea aimed to show just how important dogs are in people's lives. The release called for something beyond TV and print media, showing this new phase for Pedigree with a powerful, emotional message. Originally, First Days Out aimed to communicate with the Brazilian market. But the format and message were so universal that the film was adapted for other areas, such as the United States – Pedigree's largest market worldwide. The greatest challenge for the project was to find ex-convicts who would agree to show their lives and, above all, adopt a dog. The research process that led to the two chosen ex-cons was a long one, but made all the difference in the final result.
2016 Awards
Total Points: 5
Merit
Credits
Agency
AlmapBBDO / Sao Paulo
Production Company
Hungry Man / São Paulo
Art Director
Andre Gola
Andre Sallowicz
Andre Leotta
Chief Creative Officer
Luiz Sanches
Director
Ricardo Mehedff
Executive Creative Director
Bruno Prosperi
Renato Simoes
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