Pedigree Outdoor, Digital Dog Channel by ALMAP BBDO Brazil

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Dog Channel

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Industry Pet Food, Pet Care Products & Services, Environmental & Animal Issues
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Digital, Interactive & Mobile
Market Brazil
Agency ALMAP BBDO Brazil
Chief Creative Officer Luiz Sanches Jr.
Executive Creative Director Bruno Prosperi
Creative Director Benjamin Yung Jr., Marcelo Nogueira, André Gola, Pernilla Åberg, Bruno Prosperi
Art Director André Sallowicz, Daniel Chagas Martins
Copywriter Cesar Herszkowicz
Production Trator Filmes
Director Alex Miranda
Released October 2016

Awards

Cannes Lions 2017
Outdoor Ambient: Non-Standard Indoor Advertising Gold Lion

Credits & Description

Agency: Almapbbdo
Client: Mars Pet
Production Company: Trator Filmes
Sound Design: Lucha Libre Audio
Partner/Chief Creative Officer: Luiz Sanches
Director: Alex Miranda
Agency Producer: Vanuza Passos
Art Director: Daniel Chagas Martins
Art Director: Andre Sallowicz
Copywriter: Cesar Herszkowicz
Creative Director: Bruno Prosperi
Creative Director: Andre Gola
Creative Director: Benjamin Yung Jr.
Creative Director: Marcelo Nogueira
Creative Director: Pernil
Executive Creative Director: Bruno Prosperi
Description:
Thousands of people visit shopping malls every day.?But do you know how many people visit animal adoption centers every day? Very few. How to attract just a few of mall visitors to the adoption centers? We found a solution: via a new medium. The insight came from the following observation: the TVs in mall stores will screen just about anything. Why not use the medium for something that would really make a difference? We advertised dogs up for adoption on them, in an extremely surprising way.