PEDIGREE – A BABY STEP INTO PARENTING


Pedigree targeted couples who weren’t ready for parenthood and helped them start families - with a dog instead.

Armed with the insight that 83% millennials were delaying parenting, we revealed a new life stage between adulthood and parenthood.
Then we leveraged the social pressure that came with it, into the perfect excuse to adopt a dog.

A baby step into parenting.

The campaign launched with three films.


With complete conviction, we then reinvented the classic world of newborn portraiture,
and placed adoptable dogs on par with a first child.

Peds Print 4.jpg

Wherever our hesitant pre-parents were, we were too.
And so were these 6’’ bumpers.

Then we hit them in right in the ear-holes, with a series of lullabies. Warning lullabies.

For those who needed more convincing, we created the Pedigree PowerPoint presentation.
An in-depth analysis of the pros and cons of babies vs dogs.

CLICK TO SCROLL

Online, we matched a couple’s characteristics to those of a shelter dog.
Like DNA, but better.

Find the perfect ‘little one’ for you at pedigreeparenting.co.nz

AWARDS.

Caples Awards:
Silver – Integrated
Bronze – Branded Content
Bronze – Digital B2C

Spikes Asia:
Bronze – Film (Park).
Bronze – Film (Cafe).
Bronze – Film (Club).

NZ AXIS Awards:
Silver – TV or Cinema 30’ or below. (Park).
Bronze – TV or Cinema 30’ or below. (Cafe).
Bronze – TV or Cinema 30’ or below. (Club).
Bronze – Pre-rolls (Campaign).