Every year, The Pedigree Adoption Drive offers support to thousands of abandoned dogs across the country. Pedigree asked us to come up with an idea that would reinvigorate the initiative and open the door to more dog adoptions than before.

To demonstrate that dogs are a friend indeed, we created a hand-shaped dog leash so you can feel as if you and your dog were walking hand in hand.Agency collaborated with Alice Wang, a product designer who is also a dog lover for this project.We also designed a leaflet to provide details on the Pedigree Adoption Drive to accompany the hand-shaped dog leash.

To date, we have delivered 83,726 personalised birthday cans to dogs and their owners.• 21% increase in sales in the first month• 300% increase in brand awareness• 475 mentions in major press, magazines and more shared over pet websites• 52 Thank You cards from dog ownersWith this birthday surprise, Pedigree successfully communicated it has the right kind of nutrition for dogs at every life phase.