THE LAST FIVE DAYS

FINALROUND

Emotional:

Help people feel

good when they

feed their dogs. Solution

Bring out the good in people

Who are we?

Truth

Through the eyes of a child, dogs are friends

BUT

“Dogs are just

animal. We eat the

others like chickens,

pigs, cows… why

excepting dogs?”.

“I never eat my dog

because I love it. The

dogs out there have

no relation to me so I

feel nothing when

eating it”

“A dog is just what it is.

Don’t be too serious.”

Many people are eating dog meat with many reasons

When growing up,

They eat those friends…

Insight“I don’t realize that i’m getting more

insensitive to dogs, comparing to my

childhood, and eating dogs is proving it”

Why ?

Why ?

For them now, “Dogs are just DOGs”

As growing up, people tend to be more

pragmatic

they become INSENSITIVE

Why ?Their perception of dogs has changed

Target audience

YOUNG ALDULT

22 – 30 years old

Male & Female

Income : BC

Location: Ho Chi Minh city

In contact with dogs when being a child

Attitude:

- “Dog is just an animal”

- Eating dog meat is normal

Behaviors:

- Eating dogs meat

BIG IDEA

COMMUNICATION IDEA

Deployment plan

Objective

Key

hook

Supporting

tactics

Budget

Billboard

1.100.000.000 VND

Printads: Pet stores, supermarkets, public area

A series of truths about dogs and human

illustrated in funny and creative ways are

displayed on billboards and under PrintAds form.

The truths are are released one by one

KOLs Sharing: Vloger sharing about people are

getting more insensitive when eating dogs.

Seeding, KOLs sharing,

KOLs

sharing

Awaking people gently

together with bringing out

strong impacts

Deployment plan

Objective

Key

hook

Supporting

tactics

Budget 900.000.000 VND

Viral clip

Call for action

PR,

Pedigree booth

Viral clip: is about Nam who is going to eat dog meat with his friend. Suddenly he see a traffic accident of a kid with his dog on the way.The dog is strongly hurt and the kid is crying loudly. The man try to save the dog but he can’t. The kid is supposed to cry much more but surprisingly thie kid just give a tight hug to his dog as a goodbye. What has just happened reminds Nam of his childhood with his dog. He realize he forget his old friend as well as his love to dogs has gone through the time. He cancel his appointment and decide not to eat dog

meat anymore

Do the good

Viral clip Booth

Won’t you

eat me ?

This booth is equiped with an interactive electronic screen.

A dog appears on the screen and always wishes people to

cuddle it. If someone has done, they’ll recieve a small gift from

Pedigree. By the end of the game, they will get a message

spoken out by the dog: Won’t you eat me? They have to

choose YES or NO as a commitment of not eating dog meat.

Thank you