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Creative

Small Dogs Assemble in Pedigree's Superpowered Campaign

BBDO New York introduces 'The League of Hero-ish Small Dogs' with a comic book and online videos

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.




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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