Pedigree invites pet lovers to take a virtual dog for a walk around the web with a UK digital campaign for its Pedigree Adoption Drive 2011. This year's campaign, created by UK digital agency Hypernaked, focuses on saving abandoned dogs from their 'Last Walk', following recent statistics issued by Dogs Trust which reveal that as many as 20 stray or abandoned dogs are put down every day in Britain.
Users can pick up the dog, Ripley, from the Adoption Drive website, or via Facebook, and take him for a walk via selected sites - such as National Parks, Coast and Countryside, Bournemouth Beach and Mersey Forest, where you can play with him, make him bark and more. Each stage of the journey unlocks a donation of 25p and with every completed walk, a one pound donation will be made until the 100,000 pound target is reached.
While previous work by both Magnum and Orangehas also played with the idea of a journey around the web - using the idea to raise money makes it all the more fun. At the end of the walk, you can share your walk on Facebook, make a donation, or embed Ripley's kennel on your own blog or website.