The Brief

Every year, The Pedigree Adoption Drive offers support to thousands of abandoned dogs across the country. Pedigree asked us to come up with an idea that would open the door to more dog adoptions. We wanted the first-time dog owners because we've already had a steady flow of dog lovers who adopted in the last adoption drive. Our objective was to convince first-time dog owners that dogs are man's best friend – hopefully, this will result in them opening their hearts and homes to a shelter dog.

Creative Execution

How would anyone know what dogs really want, what they really need? Pedigree does, everything we do is for the love of dogs – from the dog food we make to the dog adoption drives we support.

Describe the creative solution to the brief/objective.

To demonstrate that dogs are a friend indeed, we created a hand-shaped dog leash so you can feel as if you and your dog were walking hand in hand. Agency collaborated with Alice Wang, a product designer for this project. We designed a leaflet to provide details for Pedigree Adoption Drive to accompany the hand-shaped dog leash. We hope the hand-shaped dog leash will stimulate discussions at social networking sites to encourage people to adopt shelter dogs. Our target was to increase the chances of dogs being adopted by 30%. And get their friends to consider dog adoption in future.

Results

Awareness of the Pedigree Adoption Drive increased to 36% and 6375 dogs were adopted. This project stimulated discussions at social networking sites and further encouraged people to adopt shelter dogs. Due to overwhelming response, Pedigree has decided to sell the leash as part of its Pedigree Adoption Drive online merchandise. 100% of the profit from the sale will be donated to Beijing Human and Animal Environmental Centre.