| Title | pUp Syndrome |
| Agency | BBDO Russia Group |
| Campaign | Feed the Good |
| Advertiser | Mars, Inc. |
| Brand | Pedigree |
| Date of First Broadcast/Publication | 2016 / 5 |
| Business Sector | Pet Food, Pet Care Products & Services |
| Story | “I want to be an actor,” says a child with Down syndrome. “A vet,” says another. Children state their dream jobs, one after another, until a stark figure fills the screen: “In Russia, every year 2500 people with Down syndrome are born – only 4 are officially employed.” But through Pedigree’s sponsorship of the country’s very first work integration program, five youngsters with Down syndrome have found jobs as dog trainers – without judgement, where they can be seen as willing and able workers. Together they are changing perceptions and starting a movement to “Feed the good.” |
| Media Type | Case Study |
| Length | |
| Creative Director | Alexey Fedorov |
| Copywriter | Natalia Sytnik |
| Agency Producer | Yana Ageeva |
| Agency Producer | Anna Chernaya |
| Project Manager | Yulia Goncharova |
| Creative Group Head | Ekaterina Savrasova |
| TV Production | Boris Anisonyan |
| Music Producer | Dmitriy Rubezhov |
| Account Director | Elena Vorobyova |
| Account Director | Natalya Dzhafarova |
| Account Supervisor | Anastasia Babuchenko |
| Director | Taisia Reshetnikova |
| Director of Photography (DOP) | Alexandra Ivanova |
| Executive Producer | Elena Vlasova |
| Line Producer | Tatyana Finaeva |
| Production Designer | Ruslana Osmanova |
| Editor | Kirill Khandurin |
| Music Composer | Oleg Karpachev |
| Managing Director | Viacheslav Tikhomirov |
| Project Manager | Maria Kirienko |