Title | POODLE |
Brand | MARS SEA |
Product / Service | PEDIGREE |
Category | A02. Posters |
Entrant | BBDO SINGAPORE, SINGAPORE |
Entrant Company | BBDO SINGAPORE, SINGAPORE |
Advertising Agency | BBDO SINGAPORE, SINGAPORE |
Name | Company | Position |
---|---|---|
Fiona Huang | Bbdo/Proximity Singapore Pte Ltd | Account Manager |
Gary Lim | Bbdo/Proximity Singapore Pte Ltd | Typographer |
Jennyson Rosero | Bbdo/Proximity Singapore Pte Ltd | Illustrator |
Gary Lim | Bbdo/Proximity Singapore Pte Ltd | Illustrator |
Ronald Ng | Bbdo/Proximity Singapore Pte Ltd | Copywriter |
Shum Qi Hao | Bbdo/Proximity Singapore Pte Ltd | Art Director |
Boo Wei Yi | Bbdo/Proximity Singapore Pte Ltd | Art Director |
Gary Lim | Bbdo/Proximity Singapore Pte Ltd | Art Director |
Ronald Ng | Bbdo/Proximity Singapore Pte Ltd | Creative Director |
Ronald Ng | Bbdo/Proximity Singapore Pte Ltd | Chief Creative Officer |
The pet food category is one that has many competitors and brands. As such, messaging might not be as easily communicated though all the clutter pet owners face daily. Our key objectives was to create something visually interesting to get their attention and succinctly bring across our message that proper digestion is something they should be promoting through Pedigree.
The client was looking at an effective solution to communicate the important message of proper digestion being important for your dogs. This has never been communicated specifically and the client felt that it was time to she some light on the issue of proper digestion.
During an intense brainstorming session, the creative team grew slightly frustrated and scribbled many ideas on the white board. From there, the concept of a tangled mess of lines grew into the final idea. The tangled mess of lines led us to think of the discomfort that dogs may feel if proper digestion is not promoted. Pedigree was the solution to tangle.
We perceive the ad to be simple yet eye-catching, and that dog owners would take a second look to evaluate that Pedigree is the solution to ensure proper digestion for their beloved dogs.