Title	FEED THE GOOD
Brand	PETCARE MARS RUSSIA
Product/Service	PETCARE/PET FOOD/PUBLIC AWARENESS MESSAGE
Category	B12. Brand Voice & Strategic Storytelling
Entrant	BBDO RUSSIA GROUP Moscow, RUSSIA
Idea Creation	BBDO RUSSIA GROUP Moscow, RUSSIA
Media Placement	BBDO RUSSIA GROUP Moscow, RUSSIA
PR	BBDO RUSSIA GROUP Moscow, RUSSIA
Production	BBDO RUSSIA GROUP Moscow, RUSSIA

Name	Company	Position
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
Victor Gribanov	BBDO Russia Group	Digital Creative Group Head
Yuriy Marin	BBDO Russia Group	Senior Digital Producer
Boris Anisonyan	BBDO Russia Group	TV Production Director
Yana Ageeva	BBDO Russia Group	Senior Producer
Anna Chernaya	BBDO Russia Group	Junior Producer
Dmitriy Rubezhov	BBDO Russia Group	Music Producer
Kirill Kulygin	BBDO Russia Group	Director TV Production Studio
Andrey Belov	BBDO Russia Group	Senior TV studio manager
Elena Vorobyova	BBDO Russia Group	Group Account Director
Natalya Dzhafarova	BBDO Russia Group	Account Director
Anastasia Babuchenko	BBDO Russia Group	Account Supervisor
Taisia Reshetnikova	Bureau Working Title	Director
Alexandra Ivanova	Bureau Working Title	DOP
Elena Vlasova	Bureau Working Title	Executive producer
Tatyana Finaeva	Bureau Working Title	Line producer
Ruslana Osmanova	Bureau Working Title	Production designer
Kirill Khandurin	Bureau Working Title	Editor
Oleg Karpachev	Bureau Working Title	Music composer
Viacheslav Tikhomirov	PR Agency Mint (BBDO Group)	Managing Director
Anastasiya Pogorelova	PR Agency Mint (BBDO Group)	Client Services Director
Kseniya Kuznetsova	PR Agency Mint (BBDO Group)	Senior Project Manager
Maria Kirienko	PR Agency Mint (BBDO Group)	Project Manager
Sergey Kesoyan	Mars Russia	Portfolio Director, Dog Care MARS Petcare Russia
Maria Suchkova	Mars Russia	Senior Brand Manager Pedigree, Marketing MARS Petcare
Irina Menshenina	The charitable fund “DownsideUp”	Development Director
Yulia Goncharova	The charitable fund “DownsideUp”	Project Manager
Natalia Chuich	BBDO Russia Group	Strategic Planning Director
Irina Noruzi	BBDO Russia Group	Senior producer

The Campaign

Dogs always inspire humans to be kinder toward others. To prove this idea we launched a two-stage campaign: ATL part and social responsibility project. For the 1st stage we implemented this idea through the “School Kids” commercial featuring a kind and cheerful dog inspiring a group of arrogant teenagers to befriend a shy, docile schoolboy. For the 2nd stage we started the “pUp syndrome” social project which is aimed to solve an important problem in Russia – employers don’t hire people with Down syndrome, only 4 are officially employed in a country of 146 million people. In partnership with the DownsideUp charitable foundation, we found 5 young people with DS willing to work, and inspired “Hors”, a dog hotel, to hire them for 3 months. Dogs did not judge and helped them prove their best to show the whole country that young people with DS are able and willing to

Execution

The “School kids” commercial was created through showing the social problem – relations between children. The story is about a group of boys that are bullying the younger ones, trying to attract people’s attention this way. But a little and heartwarming puppy awakens kindness in them, and the conflict passes away. Children finally find a common language. The “pUp syndrome” documentary was created through a unique social experiment that tells us an inspiring story about the gradual progress of 5 young people with Down syndrome working at the dog hotel called “Hors” alongside dogs. The film shows that unlike Russian employers, dogs do not see a disability and accept the young employees just as they are. The dogs’ kind nature helped the guys open up and reveal their professional potential.

The “School kids” commercial and the “pUp syndrome” documentary had a real impact: over 10,000,000 views on YouTube, 201,000,000 media impressions, 7634 free publications. Both documentary and commercial got into Top-10 most-viewed Russian YouTube videos. The “School kids” campaign was supported by more than 130 marketing and business publications in Russia and abroad. In addition, lots of social networks users gave positive feedback to the campaign. The “pUp syndrome” project officially became the first professional adaptation programme for people with Down syndrome in Russia. The “DownsideUp” charitable foundation confirms numerous calls from potential employers who offer to hire a person with Down syndrome to work in the office/in café/in trade. Seeing the demand, DownsideUp opened a new department of professional adaptation for people with Down syndrome. The Mars company committed to employ 4 people with Down syndrome in a new dog centre in Ulyanovsk region, due to open in 2017.

The Situation

In 2015 “Feed The Good” marked Pedigree’s first global campaign in years. To launch it locally in Russia we had to start a fresh engaging conversation with the audience by inspiring them with insightful examples of how dogs make the world better. Due to the well-planned PR we managed to effectively deliver “Feed the Good” and reach millions in various channels, get national news coverage in prime time, achieve almost 8000 publications and over 210 million media impressions, which led us to building a Pedigree brand perception that goes far beyond a simple bag of dog food.

The Strategy

The main target audience is any person who likes dogs, as we aimed to win the hearts of a broad audience by inspiring them with a real life example of how dogs make the world better. To bring to life the new brand positioning, we launched our platform through a TVC based upon insight, which is relevant for the whole Russian population – relations between children and youth violence. Our next step was local social initiative aimed to solve an important problem in Russia – people with Down syndrome cannot get a job. It helped to build a strong connection between people and the brand.