Cannes Lions / D&AD / Clio / Eurobest
[The pUp syndrome Pedigree campaign is a social experiment and an awareness campaign created by BBDO Russia Group for Pedigree, a leading dog food brand].
aims to challenge the stigma and discrimination faced by people with Down syndrome in Russia, and to show how dogs can make them better and happier;
features five young people with Down syndrome who were given the opportunity to work at a dog training center and hotel, where they learned to take care of and interact with different dogs;
documents their progress and achievements, as well as the positive feedback from their parents, teachers, and employers;
slogan is "Dogs make people better", and the commercials end with the Pedigree logo and the tagline "Feed the good";
slogan is "Dogs make people better", and the
commercials end with the Pedigree logo and the
tagline "Feed the good";
also led to the first professional adaptation
program for people with Down syndrome in
Russia, as Pedigree's owner, Mars, pledged to employ them at its new dog center.