Pedigree Uses Facebook Masks to Put a Fresh, Furry Face on Dog Adoption

Functional fun from BBDO

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Pedigree adopts Facebook’s masks feature to help shelter dogs find homes in this mobile campaign, part of the Mars-owned pet-food brand’s “Feed the Good” initiative.

Developed by BBDO New York, the “Adoptable Mask” push supports National Adopt a Shelter Dog Month and boasts pooch-face camera-effect overlays for users to fetch and share.

Of course, Pedigree and various BBDO offices have created memorable ads along these lines in the past. Notable efforts include a stirring film about ex-cons whose lives gain meaning once they start caring for pets, and a cagey flip-the-script



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