Pedigree Fernsehen und Film, Außenwerbung, Digital pUp syndrome BBDO Moscow

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pUp syndrome

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Branche Tierfutter, Rassenunterschiede (ethnische Unterschiede), nationale Minderheiten, Probleme der Behinderten
Medien Fernsehen und Film, Umgebung, Digital
Markt Russische Föderation
Agentur BBDO Moscow
Produktionsagentur Bureau Working Title
Veröffentlicht Mai 2016


Golden Drum 2016
Film Online films Silver Drum

Kredite und Beschreibung

Agency: BBDO Moscow
Client: Pedigree
Managing Director – Natalia Tsyganova
Creative Director – Alexey Fedorov
Creative Group Head – Ekaterina Savrasova
Senior Copywriter – Natalia Sytnik
Digital Creative Group Head – Victor Gribanov
Senior Digital Producer – Yuriy Marin
TV Production Director – Boris Anisonyan
Senior Producer – Yana Ageeva
Junior Producer – Anna Chernaya
Music Producer – Dmitriy Rubezhov
Director TV Production Studio – Kirill Kulygin
Senior TV studio manager – Andrey Belov
Group Account Director – Elena Vorobyova
Account Director – Natalya Dzhafarova
Account Supervisor – Anastasia Babuchenko
Creative production company – Bureau Working Title
Director – Taisia Reshetnikova
DOP – Alexandra Ivanova
Executive producer – Elena Vlasova
Line producer – Tatyana Finaeva
Production designer – Ruslana Osmanova
Producer assistant – Ksenia Tsvetkova
Editor – Kirill Khandurin
Music composer – Oleg Karpachev
PR Agency Mint (BBDO Group)
Managing Director – Viacheslav Tikhomirov
Client Services Director – Anastasiya Pogorelova
Senior Project Manager – Kseniya Kuznetsova
Project Manager – Maria Kirienko
Mars Russia
Portfolio Director, Dog Care MARS Petcare Russia – Sergey Kesoyan
Senior Brand Manager Pedigree, Marketing MARS Petcare – Maria Suchkova
The charitable fund “DownsideUp”
Development Director – Irina Menshenina
Project Manager – Yulia Goncharova
Creative idea explanation: Pedigree® and charitable fund “Downside Up” launched the First Professional Adaptation Program for people with Down syndrome in Russia where they learnt to take care of the dogs. The idea of research was the continuation of global creative campaign ‘Feed the good’ (“For those who make us better”™), that is based on dogs’ devotion and loyalty that help to bring out the inner good in people, helping them to become softer and kinder. Approximately 2500 children with Down syndrome – so-called ‘Sunny kids’ – are born in Russia every year. Before reaching adulthood, they receive an education and learn vocational skills due to the efforts of charitable foundations and specialized schools. However, after they graduate they are unable to get a job. During the project five participants made two visits each week to a Dog Training Centre and dog hotel the ‘Hors’ near Moscow. They learned how to work and be more independent, responsible and self-confident, taking care of the dogs. During the research, we have proved that people with Down syndrome can become successful employees in dog hotels. There is a unique relationship between dogs and people, where dogs accept people regardless of who they are. Children with Down syndrome have an inborn aptitude for empathy and kindness. We shot a documentary about this research, that was launched on the 21st of March – World Down Syndrome Day.