|Title||The Child Replacement Programme/Hard To Impress|
|Agency||Colenso BBDO Auckland|
|Campaign||The Child Replacement Programme|
|Story|| Colenso BBDO Auckland has launched a humorously blunt campaign for Pedigree that matches abandoned dogs with abandoned parents. The Pedigree Child Replacement Programme encouraging parents to ‘move on’ when their kids move out and adopt a dog.|
The TVC spots take a whimsical look at heartwarming moments in your past when you had your parents’ love and attention, and then snaps you out of the reverie by comedically reminding you that you’ve been replaced by a dog.
The videos drive you to a website, where you can enter the attributes of the child you are replacing in order to find a suitable dog. In the search, you can nominate if your child had long hair or short hair; was sociable or a hermit; active or lazy, and so on. At the end of the process, you’re given a suggested dog, such as ‘Echo’ who “will always be excited to see you and will never be accepted into an overseas university.” You can even replace the stuff your kids left in their room with new stuff for the dog.
|Marketing Director||Oliver Downs|
|Marketing Manager||Cormac van den Hoofdakker|
|Brand Manager||Maria Parsons (Granados)|
|Production Company||Exit Films|
|Sound Designer||Franklin Road|
|Media Agency||Starcom NZ|
|Executive Creative Director||Steve Cochrane|
|Creative Chairman||Nick Worthington|
|Art Director||Andre Sallowicz|
|Production Company Producer||Declan Cahill|
|Business Director||Abbi Barker|
|Account Planner||Ed Gunn|
|Director of Broadcast||Jen Storey|
|Account Manager||Alice Sopwith|
|Group Business Director||Ahmad Salim|
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