Pedigree Print, Outdoor, Case study GIVING LIFE [presentation board] by R K Swamy BBDO Mumbai

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GIVING LIFE [presentation board]

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Industry Blood Donation
Media Print, Magazine & Newspaper, Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market India
Agency R K Swamy BBDO Mumbai
Associate Creative Director Arun R Kumarasamy
Creative Director P K Prasad, Navneet Virk
Art Director P K Prasad
Copywriter Arun R Kumarasamy
Illustrator Sivakumar Chinnasamy, Raj Selvan
Released February 2012

Credits & Description

Category: Posters
Advertiser: MARS INTERNATIONAL INDIA
Product/Service: PEDIGREE CANINE BLOOD DONATION DRIVE
Agency: R K SWAMY BBDO
Executive Creative Director: Navneet Virk (R K Swamy BBDO)
Creative Director: P K Prasad (R K Swamy BBDO)
Associate Creative Director: Arun R Kumarasamy (R K Swamy BBDO)
Illustrator: Sivakumar (Art N Soul)
Illustrator: Raj Selvan (R K Swamy BBDO)
Creative Director: Navneet Virk (R K Swamy BBDO)
Copywriter: Arun R Kumarasamy (R K Swamy BBDO)
Art Director: P K Prasad (R K Swamy BBDO)
Retoucher: Sivakumar (Art N Soul)
Account Director: Nitin Verma (R K Swamy BBDO)
Media placement: Posters - Lamp Poles Along The Beach - 16 February 2012
Media placement: Posters - Veterinary Hospitals & Clinics - 16 February 2012
Media placement: Posters - Joggers Parks - 16 February 2012
Media placement: Posters - Pet Shops - 20 February 2012
Describe the brief from the client
Pedigree organised a Canine Blood Donation drive at TANUVAS (Tamil Nadu Veterinary and Animal Sciences University) campus, which was the first of its kind in the country. The task was to sensitise, a rather passive audience, into donating their dog’s blood.
Describe the challenges and key objectives
The challenge is while at least 4 to 5 dogs in the hospital campus require blood everyday, there are few donors because pet owners are reluctant to put their pet through the perceived discomfort of blood donation.
The task was to attack this reluctance and motivate owners to come forward and donate their dog’s blood at the event.
Describe how you arrived at the final design
We based the idea on the insight that dog owners are like proud parents who want to see their child appreciated and admired.
With a poster inspired by the classic ‘Creation of Adam’ painting of Michelangelo, we made pet owners feel that their dog could be seen as God. That when their pet donates blood, he/she is more equal and less ordinary than others.
We reached out to pet owners at different touch points. Hence, besides ads in local dailies, we placed posters at beaches, public parks and veterinary clinics frequented by pet owners.
Give some indication of how successful the outcome was in the market
Within a month of the communication launch, there was nearly a 70% increase in the number of donors.