Pedigree Adoption Tales

Online Video

2010

Proximity Canada
t: (416) 323 9162
e: info@proximity.ca
w: proximity.ca

Ad Agency: Proximity Canada Creative Direction: John Gagné, Ari Elkouby Art Direction: Theo Gibson Copywriting: Ryan Lawrence Account Director: Priyanka Goswami, Cory Smythe Agency Producer: Amber Richardson, Cathy Jefferies Digital Art: Julia Deakin, Andrei Serghiuta Information Architect : Alfons Hudescu Music/Sound: Sonny Keyes, Ricochet, EMI Programming: Iftikhar Ahmed Voice Talent: Kurt Browning

Winning Website: mypedigree.ca/site/EN/adoption

In an effort to raise awareness around the plight of shelter dogs, we created Pedigree Adoption Tales – the animated true stories of five adopted shelter dogs. We also created a unique donation mechanism where, for every view they received, Pedigree donated $1 to partner shelters across Canada.By making the videos entertaining and engaging, they become immediately shareable, increasing their views and introducing the Adoption Drive to audiences not normally reached through traditional channels.