Small Dogs Assemble in Pedigree's Superpowered Campaign
Pedigree has launched a new campaign highlighting the big personalities of small dogs and the superpowers they think they have. Creative agency BBDO NY developed a suite of assets for the campaign, including a digital comic book, two 15-second online videos and a Snapchat lens and filter.
With the launch of the campaign, the PEDIGREE brand is also kicking off the Hero-ish Small Dog Contest, where dog owners across the US can share the superpowers their small dogs think they have for a chance to have their pet featured in the next edition of 'The League of Hero-ish Small Dogs' comic book. The contest is open for entries now through March 26.
The campaign is being supported through organic social content, a campaign landing page and influencer support from the dogs starring in the comic book. In addition, the brand is promoting the OLV spots with paid social to support their PEDIGREE Small Dog Dry Dog Food.
AGENCY
CCO Worldwide: David Lubars
CCO North America: Greg Hahn
Executive Creative Director: Peter Kain
Executive Creative Director: Gianfranco Arena
Creative Director / Art Director: Carolyn Davis
Creative Director / Copywriter: Matthew Page
Director of Integrated Production: David Rolfe
Executive Producer: Amy Wertheimer
Integrated Executive Producer: Kate Young
Senior Producer: Danielle Amico
Integrated Producer: (Snap lens) Philip Peker
Planning Director: Karin Santiago
Comms Planning Director: Brian Brydon
Snr Account Director: Sally Nathans
Account Director: Elizabeth Maini
Account Manager: Isabel Pluck
Account Executive: Chelsea Berk
PRODUCTION
Production Company: Caviar
Director: Benjamin Mège
DP: Giles Dunning
Line Producer: Rebecca Donaghe
Editorial: Loom
Editor: Sean U’ren,
Animation: Titmouse Inc.
Executive Producer: Chris Prynoski and Ben Kalina
Creative Director / Ink & Color: Simón Wilches-Castro
Producer: Will Feng
Comic Book Illustration: Mark Pacella
Color Assistant: Carl Aspuria
Letters: Dezi Senty
Snapchat Lens Developer: Snap Inc.
Creative Producer: Taylor Donaldson, Victoria Kao
Sound: LimeBeat
Music: Randy Lee, Aaron Paul Low
Sound Design: Mattias Murhagen
Category: Home , Pet Supplies
Genre: Animation , Comedy