BBDO Feeds The Good for Pedigree

By Erik Oster 

BBDO launched a global campaign entitled “Feed The Good” for Pedigree with an online documentary spot “First Days Out,” produced by its Brazilian wing AlmapBBDO.

“First Days Out” tells the inspiring story of how rescue dogs helped two former inmates rehabilitate following their release from prison. Matt, who served two years for theft in Las Vegas, found life on the outside lonely. Unable to reunite with his father, who severed ties, until he got his life in order, Jeanie provided the companionship he needed. “I feel Jeanie brought light to my future,” he said. Joey, meanwhile, served twelve years for armed robbery in Florida. While he was in prison, his mother and grandmother died and Sadie became his only family, bringing companionship to an otherwise empty home. He then got a job training dogs for adoption at the kennel. After telling both of these stories, the spot ends with the tearjerking line, “You save a dog. A dog saves you.”


“Feed The Good” marks Pedigree’s first global campaign in years, and rolls out in Australia, Brazil, New Zealand and the U.S. with broadcast, print and online ads, as well as additional markets later in the year and in 2016. It is built around the insight that dogs help bring out the inner good in people. “Studies attest how the companionship of animals transforms and improves people’s lives,” said Leonid Sudakov, chief marketing officer, Global Petcare, Mars, Inc. “By nourishing the loveable innocence in every dog, Pedigree helps feed the good they bring to the world.”


Advertiser: Mars
Agency: AlmapBBDO
Title: First Days Out
Product: Pedigree
General Director Creation: Luiz Sanches
Executive Director Creation: Bruno Prosperi, Renato Simões
Creation Director: André Gola, Pernil
Digital Creative Director: Luciana Haguiara
Creation: Pernil, André Gola, Fabio Cerdeira,  André Sallowicz,  Felipe Cirino, André Leotta
Rtvc: Vera Jacinto, Ana Paula Casagrande, Diego Villas Bôas
Producer: Hungry Man
Managing Partner: Alex Mehedff
Executive Producer: Rodrigo Castello e Renata Corrêa
Direction: Ricardo Mehedff
Photography: Grant Weiss, Mike Alex and Ricardo Mehedff
Line Producer: Mariana Barbiellini
Track: Big Foote
Assembler / Editor: Ricardo Mehedff
Post-production Supervisor: Rodrigo Oliveira
Finishing: Great Studio
Color Grading: Psycho N’Look
Assistance: Fernanda Antonelli, Pedro Fragata, Samantha Kechichian and José Maria Fafe
Planning: Cintia Gonçalves, João Gabriel, Daniel Machado, Augusto Veríssimo and Marília Rodrigues
Media: Flávio de Pauw, Brian Crotty, Fábio Cruz, Juliana Melo and Carolina Pimentel
Digital Media: Kaue Cury, Livia Novaes e Rogério Beraldo
Business Director: Rodrigo Andrade
Approval: Leonid Sudakov, Marina Sachs, Oduvaldo Viana, Fernando Manoel