• Situation

Pedigree are a purpose-led brand. Their purpose is to end dog homelessness around the world. They contribute towards this goal through the Pedigree foundation and by promoting adoption globally.

• Brief

Create an emotionally powerful story that compels people to rethink buying a dog, and consider adopting.

• Objectives

Drive adoption and further associate Pedigree with the cause of dog adoption.

In this film we see the dream of a sleeping little girl who longs to have a dog. As we enter her dream we see her life with a dog. Together they run through fields, explore and sit by a fire. We see the dog fall asleep in front of the fire. As the camera pulls back from the sleeping dog, we reveal that the dog is actually asleep in the shelter. And that the dream we’ve watched wasn’t just the little girl’s dream, but also the dream of the shelter dog. A line appears: Your dream is their dream too.

The work has just gone to market, so it’s too early to comment. But this is a global campaign that will roll out around the world, with the ambition of reframing how people think about shelter dogs and prompting them to adopt. Because while you dream of life with a dog, there’s a shelter dog dreaming of a life with you.