Add a real friend

Background

PEDIGREE and CLM BBDO took the floor in France with a print and digital campaign that demonstrated that our most loyal friends were not on Facebook. These days, everyone has a lot of « friends » on Facebook. But how many of them are there when we really need them? How many of them make the effort to help us move house? How many of them are willing to do us a favour? Dogs are the only friends upon whom we can trust, friends who will be there for us during the good times and the bad. These are not virtual friends; they cannot be added on Facebook, but they can be adopted.

Idea

Launched at the beginning of April, PEDIGREE's print and digital campaign « Add a real friend » illustrated this assessment of our virtual lives in a humoristic and quirky way. It used the following examples: that "moving house" event to which not a single friend was willing to participate; that picture tagged without your approval; that post from a friend that hardly put you in the best of lights, and that conversation where nobody wanted to take part. The phrase "Add a friend you can trust" signed off the campaign.