Cannes Lions

ABANDONED DOGS

BBDO, Beijing / MARS / 2012

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Overview

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Credits

OVERVIEW

Outcome

Awareness of the Pedigree Adoption Drive increased to 36% and 6,375 dogs were adopted.This project stimulated discussions at social networking sites and further encouraged people to adopt shelter dogs.Due to overwhelming response, Pedigree has decided to sell the leash as part of its Pedigree Adoption Drive online merchandise.

100% of the profit from the sale will be donated to Beijing Human and Animal Environmental Centre.

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