Everyone loves a good pet meme on social media. In Russia, BBDO and Pedigree used this insight to encourage people to adopt shelter dogs. It sent photographers to shelters and took hundreds of adorable doggy portraits. The pictures were then turned into funny memes that targeted active communities on social media – from fitness addicts to workaholics. #TakeMEMEhome worked like a charm: as well as garnering comments and “likes”, many of the dogs found new homes. The campaign won a Silver at the recent Epica Awards, proving that the agency was barking up the right tree. |
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| Title | #TakeMEMEhome |
| Brief | Shelter dogs are sometimes perceived as sad and dull. So to display their lively and unique characters, relatable memes were created that made people laugh and gave them something in common with the dogs. Based on real shelter dogs’ personalities, unique content was created for each dog and seeded across thematic communities on social networks: running addicts, workaholics, foodies, beauty enthusiasts, parents, movie lovers and so on. As soon as someone shared or commented, the shelter dog "replied" to the user and suggested they could make each others' lives better. |
| Agency | BBDO Russia Group |
| Campaign | #TakeMEMEhome |
| Advertiser | Mars LLC |
| Brand | Pedigree |
| Posted | November 2019 |
| Business Sector | Subscribers Only |
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| Media Type | Digital |
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