Pedigree's 'Dogs on Zoom' campaign documents the adaptive outreach strategies implemented by animal shelters during the pandemic lockdown. By integrating news broadcast footage with live-action documentary sequences, the project highlights how digital adoption programs maintained connections between shelter dogs and potential owners.
Produced by BBDO New York, the film utilizes a clean, documentary-style aesthetic to focus on the interactions between shelter staff and animals within kennel environments. The media strategy, supported by Essence Mediacom, Barefoot Proximity, and Weber Shandwick Toronto, illustrates the industry shift toward virtual engagement tools during limited-access periods.
