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How BBDO Moscow & Pedigree Used Man's Best Friend to Aid People with Down Syndrome, 2 years ago

Agency launches first professional adaptation [rogramme for people with Down syndrome in Russia

How BBDO Moscow & Pedigree Used Man's Best Friend to Aid People with Down Syndrome

Unfortunately, a large part of Russian society rejects people with Down syndrome. It is believed, they can’t work, so employers don’t hire them. Only four people with Down syndrome are officially employed in Russia – inexcusable statistics for a country of 146,000,000 people. It means adults have no chance to live a full life. This is one of the most pressing social problems in Russia, which is totally ignored.

BBDO Moscow was inspired by the Pedigree global creative campaign ‘Feed the good’, which is based on a simple idea that dogs bring out the good in people. Using this insight the agency showed the incomparable importance of dogs in human life. Taking a fresh look to the Pedigree mission – care about dogs' health and welfare – the ‘pUp syndrome’ project helped to tell that dogs are more than just animals – they are our friends, which never notice any disabilities and accept everyone the way they are.

During the project ‘pUp syndrome’ 5 participants were visiting the Dog Training Centre and the hotel for dogs – a place where animals are in need of special attention and care because they are away from their owners. Young people learned how to work, to be independent and responsible caring for the animals. Dogs helped them to become more self-reliant and executive. It became the First Professional Adaptation Programme for people with Down syndrome in Russia.

Creative Agency

Creative Agency: BBDO Moscow

Creative Director: Alexey Fedorov

Producer: Anna Chernaya

Head of TV / Production: Kirill Kulygin

Group Account Director: Elena Vorobyova

Managing Director: Natalia Tsyganova

Digital Creative: (Group Head) Victor Gribanov

Producers: (Music) Dmitriy Rubezhov

Senior Copywriter: Natalia Sytnik

Studio Manager: Andrey Belov

Creative Group Head: Ekaterina Savrasova

Account Manager: Anastasia Babuchenko

TV Producer: Boris Anisonyan

Digital Producer: Yuriy Marin

Account Director: Natalya Dzhafarova

Production Company

Production Company: Bureau Working Title

Executive Producer: Elena Vlasova

Director: Taisia Reshetnikova

DOP: Alexandra Ivanova

Line Producer: Tatyana Finaeva

Production Designer: Ruslana Osmanova

Production Assistant: Ksenia Tsvetkova


Editor: Kirill Khandurin


Composer: Oleg Karpachev

Digital Production Company

Senior Producer: Yana Ageeva

Category: Home , Pet food

Genre: Documentary