The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
Category
Community Building
Annual ID
OS_PR21_008B
About the Work
When America went into lockdown in Spring 2020 people were no longer able to visit dog shelters. To continue Pedigree’s mission of ending pet homelessness we needed to react quickly to help rescue dogs find loving homes in a way that was safe for everyone. Our solution was to transform the communication tool of the moment, Zoom, into an adoption tool. ‘Dogs on Zoom’ was a series of virtual adoption events created in partnership with 9 dog shelters across the US. Pedigree worked remotely with the shelters to set up Zoom meetings with their available dogs. Multiple people were able to join the meetings and ask questions about the dogs, moderated by the shelter hosting the session. If an attendee was ready to adopt a dog, they could request and fill out an adoption form directly, via the message feature. The Zoom meetings were also streamed on Facebook Live on Pedigree’s Facebook page to reach a wider audience that weren’t on Zoom.
2021 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
BBDO / New York
Digital Agency
Barefoot Proximity
PR / Marketing Agency
Weber Shandwick / New York
Production Company
BBDO Studios / New York
Media Distribution Company
MediaCom / New York
Art Director
Bhanu Arbuaratna
Chief Creative Officer
David Lubars
Greg Hahn
Creative Director
Damjan Pita
Jim Connolly
Director
Brody Bernheisel
Editor
Brad Go
Executive Creative Director
Peter Kain
Gianfranco Arena
Executive Producer
Amy Werthheimer
André Rowe Jr.
Interactive Executive Producer
Katie Young
Interactive Producer
Chava Quinn
Account Director
Elizabeth Maini
Account Executive
Chelsea Berk
Account Manager
Isabel Pluck
Comms Planning Director
Brian Brydon
EVP, Director of Integrated Production
David Rolfe
Group Planning Director
Annemarie Norris
Planner
Jaime Chou
Planning Director
Karin Santiago
Production Coordinator
Emiko Alexejew
Senior Account Director
Sally Nathans
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