MARS MIDDLE EAST
PEDIGREE DOG FOOD
Role / Art Direction
Client / Mars Middle East
Agency / TBWA\RAAD, United Arab Emirates
Credits / Nirmal Diwadkar, Sandeep Fernandes, Sakib Afridi, Rishi Chanana, Amritraj Gupta, Hanan Kamal, Maya Theodory Pineda, Daniel Payán
Year / 2008
In many Middle Eastern countries, religious guidelines restrict the portrayal of dogs in media due to impurity concerns.
Instead of focusing on the dogs themselves, we showcase their dreams. By highlighting how well-nourished dogs have happy and vibrant dreams, we creatively communicated the benefits of Pedigree dog food without violating cultural sensitivities.
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