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Pedigree: Communication. New Friends

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The “Coach” is a widespread social campaign by PEDIGREE® and BBDO Moscow that launched ahead of International Homeless Animals' Day. The idea is to challenge stereotypes about adopting pets and show that a dog could be a real personal coach. Life coaching sessions have captured social networks, but pet owners believe that shelter dogs are true coaches on the way to success, so the brand and agency claim: save thousands on webinars, lectures and books like “45 Easy Steps Towards a Million”, just adopt a dog, and it will make you better. A shelter dog is a first step towards a new, fulfilled and prosperous life. The campaign includes the project’s website, OLV, podcasts with celebrities, who have adopted dogs, and real life coaches and also advertising in social media, where users can choose a real pet from a shelter and read its biography, clicking the link. There are real dog-coaches’ profiles on the landing page: it helps users to find a perfect pet follow their interests and wishes. Another non-standard way to know, how dogs can help you with calmness, sociability, responsibility, self-confidence, discipline, stress resistance is to listen to podcasts featuring coaches, an animal psychologist, volunteers and celebrity dog owners. They tell about personal experience and give useful recommendations.
Credits Other credits

Albert Gizatullin – Digital Art Director

Andrey Krusanov – Digital Art Director

Yulia Belyakova – Web-designer

Sofya Novikova – Web-designer

Anna Khitko – Senior Strategic Planner

Vera Zgurskaya – Strategic Planner

Polina Ignatieva – Digital Strategic Planning Director

Olga Zhosanu – Digital Strategic Planner

Irina Noruzi – Head of TV Production

Anastasiya Nikolskaya – Producer Assistant

Dmitry Rubezhov – Music Producer

Yury Marin – Senior Digital Producer

Elena Novoseltseva – Digital Producer

Anastasiya Dubrovskaya – Business Director

Katrin Auashria – Group Account Director

Asya Shapievskaya – Account Manager

Maria Berezina – Producer Assistant

RODNYA Creative PR Studio

Serafima Gurova – CEO & Founder

Vera Sivacheva– Deputy CEO

Ekaterina Antipova– Creative Director

Valeria Startseva– Account Director

Anastasia Rybalchenko– Account manager

Daria Belyaeva – Account Director

Ulyana Salenko– Junior Account

Timur Khakimov– Junior Account

Tamara Papastiya– Account Assistant

Mars Petcare Russia

Olga Kostrova – Marketing Director

Maria Suchkova – Dog Portfolio Director

Nailya Alieva – Senior Brand Manager, PEDIGREE®

Anastasiya Savkina – Brand Manager, PEDIGREE®

Natalya Mikhaylova – Media & Digital Head

Anastasiya Barabanova – Digital Specialist

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