Title | PUP SYNDROME |
Brand | MARS |
Product/Service | PETCARE/ PUBLIC AWARENESS MESSAGE |
Category |
A07. Corporate Image & Sponsorship |
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
|
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 |
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 |
The Campaign
During research we found shocking statistics:
Employers in Russia don’t hire people with Down syndrome.
ONLY 4 are officially employed in a country of 146 000 000 people.
Russian society doesn’t believe people with Down syndrome can work.
As a result adults with Down syndrome have no chance to live a full life.
Also we found out there is PLENTY OF WORK at any pet hotel. Being away from their owners, dogs always need extra care and attention. And most importantly, dogs don’t notice disabilities and accept everyone the way they are.
We had an IDEA to inspire a real pet hotel to hire people with Down syndrome.
In partnership with DownsideUp charitable foundation we found 5 young people with Down syndrome willing to work and inspired a real dog hotel “Hors” to hire them for 3 months.
The experiment was filmed and the “pUp syndrome” film came into being.
Campaign Success
We created a unique social experiment and filmed it throughout its length. This is how “pUp syndrome” film came into being. It tells an inspiring story about the gradual progress of 5 young people with Down syndrome working in dog hotel “Hors” alongside dogs. The film shows that unlike Russian employers, dogs don’t see a disability and accept the young employees just as they are.
The story flow is built on interviews of the project participants: psychologists, mothers, dog hotel staff. During the project it became clear to everyone that the dogs’ kind nature helped the guys open up and reveal their professional potential.
The film spotlights the conclusion: people with Down syndrome deserve to be employed.
It was launched on Russian YouTube on World Down Syndrome Day and supported by a widescale PR campaign.
Describe the success of the promotion with both client and consumer including some quantifiable results
DownsideUp Charitable foundation confirms numerous calls from potential employers who offer to hire a person with Down syndrome to work in the office/in a café/in trade.
Seeing the demand DownsideUp opened a new department of professional adaptation for people with Down syndrome.
Mars company committed to employ 4 people with Down syndrome in a new dog centre in Ulyanovsk region, which will open in 2017.
The project officially became the First Professional Adaptation Programme for people with Down syndrome in Russia.
On YouTube “pUp syndrome” film got 7 250 000 views at Average View Duration of 2,5 minutes.
The project was covered twice by national TV at prime time and other national and regional media including TV, radio and social, which brought $ 1 117 778 USD of earned media. Total views of the film reached 24 000 000. The campaign brought 201 610 504 media impressions.
Explain why the method of promotion was most relevant to the product or service
“pUp syndrome” was aimed at creating content able to destroy a massive social stereotype – Russians believe that people with Down syndrome can’t work. To prove them wrong we created a film about a unique social experiment.
It starts with a captivating intro and describes the 3-months long employment of 5 young people with Down syndrome in a real dog hotel, where dogs accepted them just as they are.
Its emotional format and powerful message helped us attract the attention of millions.
It was an effective solution for both amplifying the global Pedigree “Feed the good” platform and switching social perception.
The key objective was to build respect towards Pedigree® as a culturally valuable and socially responsible brand in Russia, building a brand perception which goes far beyond a simple bag of dog food. Our goal was to stand out in our local petcare category. The main target audience for this film was any person who liked 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.
We launched the campaign on World Down syndrome day by placing a teaser masthead banner and uploading the film on YouTube. The same day a PR press event was organized. Journalists and a celebrity ambassador started the initial discussion. The film was added to YouTube trueview and seeded in popular social networks. Given the content and its emotional force it was shared by bloggers and celebrities.