In August 2006, the International Astronomical Union decided to strip Pluto of its status as a planet. We took this opportunity to create a reactive ad for Pedigree.
Using the brand’s playful personality and a slight twist on the tagline “we’re for dogs”, the ad was released within days of the breaking news.
The ad received immediate acclaim throughout the media. It was also syndicated to other TBWA agencies around the world.
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Pedigree - Pluto
