Pedigree: Dog Channel
Pedigree wanted to increase dog adoption rates in Brazil by overcoming the low foot traffic at animal shelters. AlmapBBDO was tasked with finding a low-cost, high-impact way to bring shelter dogs to the attention of families in their daily lives, reinforcing the brand's 'Feed the Good' mission among urban shoppers who might be open to adoption but haven't taken the first step.
Creative Idea
Turned retail TV displays into a real-time adoption channel for shelter dogs.
Pedigree transformed hundreds of idle TV screens in electronics stores into a live adoption channel, replacing generic stock footage with real-time videos of shelter dogs to connect high-traffic shoppers directly with pets in need of a home.
Turning Dead Retail Space Into A Live Adoption Fair
Hijacking the Wallpaper of Retail
The campaign turned the "dead" media of electronics stores - specifically the high - definition screens at retailers like Fast Shop - into a functional tool for social good. While these screens typically display generic landscapes to demonstrate resolution, AlmapBBDO replaced them with the Dog Channel. This initiative utilized the high foot traffic of Brazilian shopping malls to bypass the low visibility of remote animal shelters. By partnering with the NGO Ampara Animal, the team ensured that every dog featured was currently available for adoption, effectively turning a shopping trip into an emotional encounter.
Real - Time Sync and the Dog Saver
The technical backbone of the project was a real - time integration system. To prevent the disappointment of potential owners, the display was updated instantly; as soon as a dog found a home, its video was pulled from the store rotation. This "live" aspect was critical to the campaign's credibility. Beyond the physical stores, the agency released a downloadable screensaver for PCs and Macs. Nicknamed the "Dog Saver," it allowed office workers globally to transform their idle monitors into virtual adoption windows, extending the campaign's reach far beyond the borders of Brazil.
High Impact on a Low Budget
The strategy proved that massive production budgets aren't a prerequisite for global recognition. Creative Director Cesar Herszkowicz noted that the goal was to use existing, irrelevant imagery for something that made a tangible difference. The results were immediate: 28 dogs were adopted in the first three weeks alone. With a 99% positive sentiment rating on social media, the project reinforced Pedigree’s "Feed the Good" platform by proving that "ambient media" - using the environment itself - could drive more action than a traditional television commercial.
Creative Strategy Deconstructed
Company
Pedigree's commitment to ending pet homelessness and their established partnerships with local animal shelters.
Category
Pet brands usually rely on emotional TV commercials or traditional print ads to promote adoption drives.
Customer
Potential pet owners feel guilty about shelters but find visiting them inconvenient or emotionally draining.
Culture
The ubiquity of high-definition screens in retail spaces provided a massive, untapped, and free media network.
Company
Pedigree's commitment to ending pet homelessness and their established partnerships with local animal shelters.
Category
Pet brands usually rely on emotional TV commercials or traditional print ads to promote adoption drives.
Strategy:
Repurpose idle commercial infrastructure to bridge the physical gap between social causes and high-traffic consumer environments.
Customer
Potential pet owners feel guilty about shelters but find visiting them inconvenient or emotionally draining.
Culture
The ubiquity of high-definition screens in retail spaces provided a massive, untapped, and free media network.
Strategy:
Repurpose idle commercial infrastructure to bridge the physical gap between social causes and high-traffic consumer environments.
Results
The campaign successfully increased foot traffic to adoption centers. As dogs were adopted, their digital counterparts were removed from the store displays in real-time. The video highlights that in a short time, the center began receiving more visitors. While specific numerical reach is not listed, the visual evidence shows multiple dogs—including Mayla, Pluto, Bob, and Pingo—being successfully adopted and their screens going dark, indicating a 100% adoption rate for the featured animals in that specific activation.
100%
adoption rate for featured dogs
High
increase in shelter visitation
Strategy Technique
Shift the Context
By moving the adoption conversation from empty shelters to high-traffic shopping malls, Pedigree removed the friction of distance and effort, placing the dogs where the people already were.
Explore Technique
Creative Technique
Hijack the Medium
The campaign took over existing, purposeless media space - display TVs in retail stores - and repurposed them as a functional tool for social good, turning a passive environment into an active adoption fair.
Explore Technique
Craft Breakdown
The campaign's brilliance lies in its media placement and art direction, turning a standard retail environment into an interactive adoption gallery.
Using electronics store displays as a medium for social good is a brilliant use of existing infrastructure.
The 'white box' filming technique for the dogs perfectly mimicked the depth of the TV screens, creating a convincing illusion.
The contrast between the high-tech store environment and the organic, sun-drenched shelter footage emphasizes the journey of the dogs.
The text-based narrative is concise and effectively sets up the problem and solution without needing a voiceover.
The synergy between the minimalist art direction of the dog footage and the strategic media placement in TV stores creates a seamless 'phygital' experience.
