Pedigree’s global mission is to make the world a better place for dogs, so that dogs can continue to make our lives better too.

With that in mind Pedigree asked us to find loving homes for the growing number of abandoned dogs throughout the country. Of the 3338 dogs that went into Auckland City shelters last year, only 671 were adopted. The majority of the dogs put down were young and healthy, with many more years of love and companionship to give.

Our objective was to raise awareness of the plight of shelter dogs and, at the same time, drive New Zealanders to adopt a dog.

We launched The Pedigree Child Replacement Programme through three films that played in cinema, TV and online. When viewed online each film directly clicked through to replacethem.co.nz.

Click through banners on Skype took our message to lonely parents, while geo-targeted mobile banners encouraged parents in airports to visit our site the moment their kids left the country.

All work directed parents to replacethem.co.nz where they could match the characteristics of their child with the characteristics of a dog in a shelter – ensuring the perfect replacement was found.

To further incentivise adoption we offered parents the chance to turn their child’s old stuff into new stuff for their dog. Bedspreads were turned into dog beds, trophies into dog bowls and beloved jackets into dog jackets.

Everywhere parents were, we were there to offer them the love, laughter and companionship they’d been longing for in the form of a shelter dog.