1st Grrrade

Creative idea

PEDIGREE® 1st Grrrade is an educational program for children and their parents, with the purpose of raising a generation of responsible dog owners. We launched the course on Russia’s digital diary for schoolchildren, Dnevnik.ru. It was a one-of-a kind placement, enabling us to reach 70% of all Russian pupils and precisely target children between the ages of 7 and 12. The portal offers tools for contacting both parents and their children directly. Outside the portal, we reached parents in social networks and in the media. The documentary about the project raised awareness among the broader audience of dog lovers.

Brand name: PEDIGREE®
Advertiser / client: Mars LLC
Product / service: Pet food
Campaign name: 1st Grrrade
Agency network: BBDO
Agency: BBDO Russia Group
Additional company: BBDO Russia Group
Executive creative director: Alexey Fedorov
Art director: Natalia Pavlova
Copywriter: Natasha Teddy
Account director (agency): Katrin Auashria
Client account director: Anastasia Dubrovskaya
Managing director: Natalya Tsyganova
Pr director: Sergey Vereykin
Film production: ASAP Production
Director: Kirill Kulagin
Music: Oleg Karpachev
Agency producer: Ulia Petrova, Dmitry Rubezhov, Elizaveta Grigorieva
Digital strategist: Alexandra Sagalovich
Digital creative: Alyona Ivanova, Anna Kuzicheva
Additional company: Julia Borisova (Account Manager), Natasha Teddy (Creative group head).