Pedigree is taking digital to the dogs with a 'pre-roll for pooches' campaign. Just by watching and sharing the video of rolly-polly puppies, you raise funds for dogs in need. YouTube has designed the video so that a portion of the profit generated from the pre-roll advertising on each video watch is shared with the owner of the video, which all goes to the Pedigree Adoption Drive.
'Share for Dogs' was created by Colenso BBDO and Finch. They call the concept 'Sharity'. Neville Doyle, senior digital and social strategist at Colenso BBDO, said: "At its heart is a very simple but powerful idea. We hope that both the quality of the content and the fact that it effects real world good for real dogs will help us spread this video around the world. If it proves as successful as we hope, the idea of Sharity may provide a new template for how charities can look to raise both awareness and funds at the same time".
Credits
Agency: Colenso BBDO
Senior Writer: Matt Lawson
Copywriter: Ben Polkinghorne
Art Director: Scott Kelly
Business Director: Helen Fitzsimons
Senior Social and Digital Strategist: Neville Doyle
Senior Planner: Tamsin McDonnell
Producer: Natasha Gill
Production Company: Finch
Director: Nick Ball
Executive Producer: Rob Galluzzo
Producer: Karen Bryson
Associate Producer: Amy Dymond
DOP: Crighton Bone
Production Designer: Sara Mathers
Animal Wranglers: Animal House
Editor: Seth Lockwood, Method Studios
VFX: Andrew Timms and Mat Ellin, Beryl
Grade: Pete Ritchie, Blockhead
Sound Design: Franklin Rd
Composer: Jonathan Dreyfus
