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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 … read moreadopting 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.
read less...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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