Margaret Keene, art director
Chris Adams, writer
Jennifer Muranaka-Chaney, designer
Eric Grunbaum/
Brenda McNeilly, Grey Interactive/
Duncan Milner, creative directors
Lee Clow, chief creative officer
Rick Lawley, The Whitehouse, editor
Jim Craigmyle/
Sharon Montrose/
Josh Withers, photographers
Jake Scott, director
New Math, music
Guia Iacomin, agency producer
Melary Bennett, producer
RSA Films, production company
TBWA\Chiat\Day (Los Angeles, CA), ad agency
Pedigree Masterfoods USA, client
The objective of this campaign is to own the emotional high ground in a world of over-rationalized packaged goods mumbo jumbo. It began by helping Pedigree find their inner dog-lover. Dog-friendly offices were created. A new corporate bible, Dogma, was written. New business cards featuring employee's dogs were printed. They even created a health plan for their dogs. And when they where fully in the dog-loving spirit, we helped them tell the world. In twelve countries spanning five continents. We did print. We did outdoor. We sponsored dog adoptions. We drew on sidewalks. We did online. We took the message all the way to the products on the shelf. And, of course, we did TV.
