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Pedigree: How To Take Away Stress
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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.
Albert Gizatullin – Digital Art Director Related |
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