| Title | SCHOOL KIDS |
| Brand | MARS |
| Product/Service | PEDIGREE® |
| Category |
A01. Direction |
|
Entrant Company
|
BBDO RUSSIA GROUP Moscow, RUSSIA
|
|
Advertising Agency
|
BBDO RUSSIA GROUP Moscow, RUSSIA
|
|
Production Company
|
BAZELEVS Moscow, RUSSIA
|
Credits
| Natalia Tsyganova |
Bbdo Russia Group |
Managing Director |
| Alexey Fedorov |
Bbdo Russia Group |
Creative Director |
| Ekaterina Savrasova |
Bbdo Russia Group |
Creative Group Head |
| Natalia Sytnik |
Bbdo Russia Group |
Senior Copywriter |
| Irina Noruzi |
Bbdo Russia Group |
Senior Producer |
| Dmitriy Rubezhov |
Bbdo Russia Group |
Music Producer |
| Elena Vorobyova |
Bbdo Russia Group |
Group Account Director |
| Anastasia Babuchenko |
Bbdo Russia Group |
Senior Account Manager |
| Greg Gray |
Bazelevs |
Director |
| Paul Gilpin |
Bazelevs |
Dop |
| Dmitry Lobkov |
Bazelevs |
Line Producer |
| Julia Kronrod |
Bazelevs |
1 Ad |
| Maria Berezina |
Bazelevs |
Producer Assistant |
The Campaign
The spot opens on a typical Russian yard. A group of arrogant kids confidently walks through, pushing nerds and threatening everyone they don’t find cool. Slightly ahead of them, we notice a thin short kid who moves slowly with his head down. Cool guys brashly approach their next victim. The kid turns around to the gang. And suddenly all gang members stumble in hesitation. A fluffy puppy head sticks out from a half-opened zipper of the kid’s jacket. All cool guys look at the puppy. The leader is not attacking, so the whole gang with serious faces awaits for his reaction. The leader strokes a puppy - it happily leaks his fingers and the tension between the kids is disappearing.