#TakeMEMEhome

Creative idea

“Shelter dog” is not a breed or character. All of them have unique personalities, anyone can find their perfect dog in the shelter. How do we make people say: “This dog is for me!”? By literally making them say: “It’s me!” We achieved this by using “it’s me when” memes. They are more than just for laughs, they make people recognize themselves, say something personal and fuel connection. It seems like there is some relatable content for anyone. Just like our dogs!

Brand name: PEDIGREE®
Advertiser / client: Mars
Product / service: PEDIGREE® The Adoption Drive
Campaign name: #TakeMEMEhome
Agency network: BBDO WORLDWIDE
Agency: BBDO Moscow
Additional company: MediaCom
Executive creative director: Alexey Fedorov
Art director: Natasha Teddy, Sofya Tsytkina
Copywriter: Alexander Sinyuk, Denis Bykov, Anton Beketov
Designer: Yulia Belyakova
Account director (agency): Katrin Auashria
Client account director: Anastasiya Dubrovskaya
Managing director: Natalia Tsyganova
Strategic planner / strategist: Vera Zgurskaya
Senior planner: Anna Khitko
Agency producer: Valery Gorokhov, Dmitry Balandin
Digital production: Yuriy Marin
Digital strategist: Polina Ptacek, Olga Zhosanu, Evgeniya Lukonina, Oleg Shcherbakov
Digital creative: Andrey Krusanov
Additional company: Asya Shapievskaya – Senior account manager BBDO Moscow Olga Kostrova, Nailya Alieva, Anastasiya Savkina, Natalia Mikhaylova, Anastasia Barabanova – Mars Petcare Russia Daniya Valitova, Nadezhda Zagrebina, Pavel Kuzin – MediaCom