Pedigree helps parents move on after their kids move out with The Pedigree Child Replacement Programme via Colenso BBDO, New Zealand

treehouse (1).jpgPedigree 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.

VIEW HARD TO PLEASE THE SPOT
VIEW THE SCARED SPOT
VIEW THE TREE HOUSE SPOT
VIEW THE BOAT AD
VIEW THE BOOK AD
VIEW THE FIELD AD
LISTEN TO THE DRIBBLE SPOT
LISTEN TO THE VACANT STARE SPOT
scared (1).jpgEmpty 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 Child_replacement (1).jpginto 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 boat (1).jpgwork. 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.

Says Says Ahmadbook (1).jpg Salim, business director at Colenso BBDO: "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."

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 field (1).jpgAuckland's International Airport.

Agency: Colenso BBDO
 
Client: Mars NZ
Marketing Director - Oliver Downs - MARS NZ
Marketing Manager - Pet - Cormac van den Hoofdakker - MARS NZ
Brand Manager - Dog & Specialty - Maria Granados - MARS NZ

Prod/Film Company: Exit
web1 (1).jpgFilms
Director: Adam Gunser
Sound Design: Franklin Road

Media Agency: Starcom NZ
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11 Comments

Reginald said:

Brilliant

KH said:

Yup. Spot on. Hard out idea envy.

Good said:

This is good classic ad making. The old start with an insight trick.

Phil said:

This is a winna!

Must be cannes season said:

This is bloody good. Everything about it. Except the bizarre animated site. Why didn't they keep everything photographic?

Doc said:

Anchor was self indulgent ad wank. This is work that will work and win at every show.

Empty nester said:

Beautiful award-winning idea. Sorry to be thick, but is the insight tongue in cheek? I certainly don't recognise the symptoms of suffering from a sense of grief and loneliness now that we don't have kids at home. It's just not like that.

Annoyed said:

I really wanted to slag this off.

Fuck yous at Ye Olde Colenso.

Back to writing my client Facebook 'Win a' post then...

Discuss said:

I like it, who wouldn't? But it is a campaign for dog food or the SPCA?

Like it said:

Why do the media agency, sound designer et al get a credit but not the people who had the ideas and created the ads?

Confused said:

This is really nice work. Great idea and execution. When you're capable of doing great work like this, I don't understand why Colenso would knowingly use an idea originated at another agency (DDB) and use it for their DB client. It undermines your reputation as a creative agency, and gives an unfortunate view of your business ethics.

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