This Pedigree Tribute to Guide Dogs Gives Dramatic Insight Into Blindness
Visually-Impaired Audiences Can Also Experience the Film
Editor's Pick
Pedigree continues its "Feed the Good" campaign, which explores how pets can bring out the positive in our lives, with a dramatic film about a single mother who was suddenly struck down by blindness.
The story of Liz Oleska is conveyed not just by her voiceover, but by a film in which we experience her failing sight, blindness and the way that her guide dog brought "light," if not sight, back into her life. After an opening scene in which we get intermittent flashes of visuals, mimicking her failing sight, everything goes suddenly black as Oleska describes the day she realized she was going blind.
As she continues to explain how she almost gave hope after losing her sight, there's only audio, until she starts describing the role that her guide dog, Brice, played in helping to get her life back on track. It's an effective device, and what's more, Mars Petcare-owned Pedigree also created the video in a second format that uses descriptive video services to voice over the visuals displayed on the screen, ensuring the visually impaired can experience the film as well.
The spot, by BBDO New York, was created to mark Blindess Awareness Month. Other films in the series have included the story of a wounded veteran and his dog, and a story about dogs heping ex-prisoners adjust to freedom.
Credits
- Date
- Oct 10, 2016
- Brand :
- Pedigree
- Client :
- Pedigree
- Agency :
- BBDO-New York
- Worldwide Chief Creative Officer :
- David Lubars
- Chief Creative Officer :
- Greg Hahn
- Executive Creative Director :
- Greg Ketchum
- Executive Creative Director :
- Tom Godici
- Creative Director :
- Banks Noel
- Creative Director :
- Greg Gerstner
- Associate Creative Director :
- Eduardo Petersen
- Senior Copywriter :
- Steven Schroth
- Executive Producer :
- Regina Iannuzzi
- Producer :
- Katie Schad
- Head of Music Production :
- Rani Vaz
- President :
- Kirsten Flanik
- Senior Account Director :
- Sally Nathans
- Account Director :
- Elizabeth Kelberg
- Account Executive :
- Taylor Wesley
- Production Company :
- Public Record
- Executive Producer :
- Jeremy Yaches
- Producer :
- Jason Goldman
- Director :
- Nathan Caswell
- Director :
- Jeremiah Zagar
- Director :
- Khyber
- Director, Photography :
- Julian King
- Editor :
- Nomad Editorial
- Editor :
- Jai Schukla
- Editor :
- James Lee
- Colorist :
- Fergue McCall
- Color :
- The Mill
- Music Company/Sound Design :
- Stimmng
- Audio Company :
- Sound Lounge
- Audio Producer :
- Tom Jucarone
Need a credit fix? Contact the Creativity Editors
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