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Field

Field | 宝路 | Pedigree | 天联 | BBDO
下载原始文件 下载原始文件 JPG | 4700x3323px
文案cnen
When your kids leave home, replace them.
基本信息
行业: 食品
媒体:平面
投放:新西兰
风格: Minimalism
说明cnen
For Immediate Release
RE: The PEDIGREE® Child Replacement Programme
PEDIGREE® helps parents move on after their kids move out.
PEDIGREE®® and Colenso BBDO have taken a hilariously blunt approach to adoption by creating a campaign that pairs abandoned dogs with abandoned parents.
The PEDIGREE® Child Replacement Programme aims to connect adoption dogs with parents who find themselves alone after their kids move out.
The integrated campaign drives parents to replacethem.co.nz where they can find the perfect canine substitute for their child, cheekily suggesting, ‘When your kids move out, move on’. Parents who adopt can even send in their child’s old possessions and PEDIGREE® will turn them into new possessions for their dog.
Empty Nesters (parents who find themselves living alone) often suffer from a sense of grief and loneliness when their children leave home. The PEDIGREE® Child Replacement Programme gives parents the chance to bring the companionship, admiration, and unconditional love back into their lives just by adopting a dog.
Says Cormac van den Hoofdakker, Marketing Manager of PEDIGREE®, “A dog can bring so much love, laughter and affection into a house. They bring out the best in you and fill your life with joy, just like kids do, only unlike kids they won’t grow up and move to London for work. We really hope we can get more dogs out of shelters and into homes that need them”
Animal shelters around the country are full of dogs needing a home. At the same time, thanks to the country’s aging population, more than half of all New Zealanders are living in a household of two or less.
“All over the country there are parents sitting in quiet houses lamenting how quickly their kids grew up. At the same time there are dogs sitting in shelters longing for homes. We’re excited to connect the two.” Says Ahmad Salim, Business Director at Colenso BBDO.
The PEDIGREE® Child Replacement Programme will target Empty Nesters through TV, digital, radio, press, as well as having a presence at the departure terminal of Auckland’s International Airport.
制作信息
品牌:
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制作公司:
导演:
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其他职位:MARKETING DIRECTOR: Oliver Downs - MARS NZ
MARKETING MANAGER: PET - Cormac van den Hoofdakker - MARS NZ
BRAND MANAGER: DOG & SPECIALTY - Maria Granados - MARS NZ
Media Agency: Starcom NZ
奖项
D&AD 2018
石墨铅笔 直效
Direct Acquisition & Retention
D&AD 2018
石墨铅笔 整合营销
Integrated/Medium Business (50-500 employees)
D&AD 2018
木铅笔 直效
Direct Integrated Campaigns
D&AD 2018
木铅笔 影视广告
TV Commercial Campaigns
D&AD 2018
木铅笔 印刷广告
Press Advertising Campaigns (National)
The One Show 2018
金铅笔 平面与户外
Publishing / Magazine - Campaign
The One Show 2018
铜铅笔 直效
Print / Flat & Dimensional
戛纳国际创意节 2017
金奖 印刷与出版
Miscellaneous
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