| Title | FEED THE GOOD |
| Brand | PETCARE MARS RUSSIA |
| Product/Service | PETCARE/PET FOOD/PUBLIC AWARENESS MESSAGE |
| Category |
A07. Corporate Image & Sponsorship |
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Entrant
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BBDO RUSSIA GROUP Moscow, RUSSIA
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Idea Creation
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BBDO RUSSIA GROUP Moscow, RUSSIA
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Media Placement
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BBDO RUSSIA GROUP Moscow, RUSSIA
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PR
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BBDO RUSSIA GROUP Moscow, RUSSIA
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Production
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BBDO RUSSIA GROUP Moscow, RUSSIA
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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 |
| 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
Campaign Success
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
Through our project (which was released within the launch of the new Global platform “Feed the good” in Russia) we engaged the audience in a conversation about the good dogs bring out in people. Besides, we raised the public awareness of disabled people unemployment. With 210 million media impressions, thousands of publications and national TV channel coverage in prime time the “Feed the Good” campaign built a brand perception that goes far beyond a simple bag of dog food.
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.