Client: Pedigree (Mars)
Agency: BBDO New York / Clemenger BBDO Melbourne
Market: Launching in Australia this week, expanding to Brazil, New Zealand, the US and globally
Name of campaign: 'Feed the good'
Campaign scope: Global campaign starting with first TV spot, 'The good fight' (above), which launched in Australia Monday. Other markets will launch with other executions. For example, in Brazil Almap BBDO created the video below, in which dogs help two US men adjust to life after prison stints.
Details: BBDO's New York office conceived the campaign, which is the network's first global work for Pedigree since winning the business in 2011.
Campaign Asia Pacific's comments: The dog people on our staff understand the deep truth at the root of this campaign and look forward to further treatments as time goes on. The cat people on staff are wrong-headed, misguided souls who for unknown reasons fail to grasp the obvious superiority of our canine friends.
Creative chairman: James McGrath
ECD: Ant Keogh
Creative directors: Stephen de Wolf, Evan Roberts
Director: Rey Carlson
Editor: Rohan Zerna
Illustrator: Eugene Richards
Producer: Simone Adamson
Planning director: Michael Derepas
Sound designer: Paul Le Couteur
Editor's note: This article was adapted from coverage by James Swift for Campaign UK.