The "Screen and Dog Saver" campaign by Pedigree, created by ALMAPBBDO in Brazil, leverages digital screensavers as a unique medium to raise awareness about dog adoption. The brand proposition centers on demonstrating Pedigree’s commitment to the welfare of dogs beyond just providing food. By transforming idle computer screens—common in offices, shops, and cyber cafés—into virtual platforms showcasing adoptable dogs, the campaign aligns Pedigree with the social value of pet adoption, reinforcing a message of care and responsibility toward animals.
Strategically, the campaign taps into a behavioral insight: people frequently step away from their computers, creating natural moments where screensavers activate. By utilizing these otherwise overlooked digital spaces, the campaign targets a broad and diverse audience in an unobtrusive manner. It integrates seamlessly into daily routines, capturing attention without interrupting tasks, which enhances receptivity to its message. The creative angle turns a routine digital function into a socially meaningful experience, effectively combining technology and empathy. This approach not only raises awareness about adoption but also positions Pedigree as a proactive advocate within the pet community. The use of videos featuring real dogs fosters an emotional connection, encouraging audiences to consider adoption positively.
FORMAT#1 DEMONSTRATION — Directly shows how a product works and highlights its benefits.
This campaign is best classified as a Demonstration because it centers on presenting a new utility: a digital screensaver that displays videos of dogs available for adoption. The message highlights how Pedigree, via this screensaver, uses idle screens in offices and public venues as a literal “screen and dog saver,” transforming routine media into a virtual pet adoption fair. There’s no narrative arc, testimonial, symbolism, humor, or celebrity anchoring the message—the core creative device is showing exactly how the innovation functions and its benefit, making the product’s impact concrete and observable for the viewer.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Pedigree – Positioned as a trusted global pet food brand focusing on comprehensive nutrition and health benefits for dogs, emphasizing care and emotional bonding between pets and owners through accessible, affordable products.
2. Royal Canin – Differentiates by offering scientifically formulated pet nutrition tailored to specific breeds, sizes, and health needs, targeting pet owners seeking premium, veterinarian-recommended diets.
3. Hill’s Science Diet – Positions as a veterinary-endorsed brand focused on clinical nutrition to support pets with specific health conditions, combining research-driven innovation with quality ingredients for pet wellness.
4. Purina – Markets itself as a leader in pet nutrition with a broad portfolio ranging from budget-friendly to premium products, emphasizing scientific expertise and large-scale availability in Brazil.
5. Whiskas (Mars Inc.) – Though primarily known for cat food, Whiskas represents Mars’ presence in pet food in Brazil, with an emphasis on taste and variety, leveraging global brand equity and mass-market appeal.
Q: What is Screen and dog saver about?
A: Screen and dog saver is a professional digital campaign launched in Brazil in 2014 for Pedigree, created by the agency ALMAPBBDO. The central creative idea was to transform idle computer screens in offices, shops, and public venues into a virtual pet adoption fair by deploying a custom screensaver. When users stepped away from their devices, the screensaver activated, displaying videos of dogs available for adoption. This innovative approach merged pet adoption awareness with everyday digital experiences, aligning with Pedigree’s mission of caring for dogs and leveraging technology to drive social impact within the House and Garden industry.
Q: What creative device does Screen and dog saver use?
A: Screen and dog saver employs the Demonstration format, as classified by Clapboard’s 12-format taxonomy. The campaign directly shows how the screensaver works by presenting its core utility: turning idle screens into platforms for showcasing adoptable dogs. There is no narrative arc, testimonial, or celebrity involvement—just a clear, observable demonstration of the innovation in action. This approach makes the benefit of the product concrete and immediate for viewers, aligning with the Demonstration format’s focus on showing rather than telling.
Q: What is the campaign proposition for Screen and dog saver?
A: The campaign proposition for Screen and dog saver centers on Pedigree’s commitment to dog welfare beyond nutrition, positioning the brand as a proactive advocate for pet adoption. By leveraging idle digital screens in offices and public spaces, the campaign targets a broad audience at natural moments of screen inactivity, integrating the adoption message seamlessly into daily routines. This strategy elevates Pedigree’s social responsibility credentials within the House and Garden category, fostering emotional connections through real dog videos and encouraging viewers to consider adoption as a positive, accessible choice.
Q: How does Screen and dog saver rank in Clapboard's archive?
A: Screen and dog saver holds a Clapboard Campaign Score of 72/100 in Clapboard’s archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive.
Q: Who are the competitors in Pedigree's category?
A: In the pet food market, Pedigree competes with Royal Canin, which differentiates itself through breed-specific and health-focused nutrition, and Hill’s Science Diet, known for its veterinary-endorsed clinical nutrition targeting pets with specific health needs. Purina stands out with a broad portfolio that spans from budget to premium offerings, emphasizing scientific expertise and wide availability in Brazil. Whiskas, while primarily associated with cat food, represents Mars Inc.’s broader presence in pet food, focusing on taste, variety, and global brand equity to appeal to mass-market consumers.
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