Every nation on earth has an annual celebration to share with the ones they love. And finally, Pedigree have created the thing we’ve all been asking for, a festive holiday for dogs.
Introducing the Season of Good Dog, a global campaign celebrating the festive season through the eyes of our four-legged friends, developed by Colenso BBDO New Zealand and BBDO New York, and produced by FINCH.
The campaign is fronted by Good Dog, an innocent family dog with a healthy sense of self. In the lead film, he confidently explains his misguided account of the rituals and traditions of the holiday: a celebration of his arrival to his family on Christmas Day – with a tree for his love of sticks, baubles for his love of fetch and paper for his love of ripping.
The film is supported by an album of holiday carols for dogs on Spotify, and a limited run of Season of Good Dog products, including paw shaped stockings, park and slipper scented wrapping paper, tug of war poppers, tennis baubles, singing greeting cards, and MistleSTIX, a twist on mistletoe that mandates owners to treat any dog that sits under it, all of which will be widely distributed in 2019.
Rafael Blanco, US brand manager, Mars Petcare said: “The Pedigree DentaSTIX brand loves dogs, so why leave them out of the holiday fun? Our new “Season of Good Dog” campaign is an inclusive and joyous way for every dog to get the most out of the holiday season and to create opportunities for closeness between dogs and their owners. We can’t wait to celebrate throughout the holiday season.”
Dan Wright, executive creative director, Colenso BBDO New Zealand added: “Dogs hold such a special place in our homes and our lives and it always felt strange to us that there wasn’t a starring role for them in our holiday celebrations. We are so excited to share this work with the world, and give our dogs the celebration they deserve.”
Pedigree Season of Good Dog is a global platform to be activated each year, creating an occasion for owners to celebrate the good dogs bring to their lives.
Source: Campaign Brief