PEDIGREE - their joy is your joy
Their Joy Is Your Joy stemmed from a US-led creative idea where a dog’s wagging tail became the ultimate expression of joy. To bring this to life, the joyful tail wags of dogs receiving a PEDIGREE treat were used to conduct an orchestra.
This created an opportunity for the EU and UK to build on the platform, showing how PEDIGREE treats can let their joy become your joy throughout the key moments of the day. As Design Lead, I helped shape the visual direction for the campaign and produced all the video options and multiple outputs across the work.
With tight budgets, we had to be smart about what we created, focusing on music and a BIG, BOLD visual style. We used colours from the PEDIGREE brand guidelines to keep everything firmly on brand, combining playful footage of dogs and products with typography that interacted with the action.
The campaign included a range of static assets, alongside 20+ social and OLV films, with multiple versions and formats created to work across different channels and placements.
Their joy is your joy
us creative
I worked closely with the creative teams from ideation through to the campaigns roll out - everyone was extremely happy with our quick response and loved the look and feel we created, whilst maintaining the essence of the original creative.