Pedigree is not only offering premium dog food. It is a brand that cares about their well being. Our task was to develop a campaign that would address the adoption matter in an emotional way. Based on the insight that many people feel lost and lonely without a dog, the campaign plays with the concept of „lost“ ads (usually hung in trees and light posts when a person or pet is missing) by portraying individuals whose lives would be happier if only they had a dog.