Pedigree Help People with down Syndrome and Dogs in the Most Heartwarming Way

Unfortunately some parts of Russian society reject people with down syndrome, which makes it difficult for people with down syndrome to find work. In Russia, there are some 2,500 babies with Down’s syndrome born every year and a mere 20 years ago, 95 percent of Russian families would give up babies born with Down’s syndrome.

Pedigree wanted to change that perception and help spread awareness and prove that people with down syndrome are capable of working. They created the pUp syndrome campaign to put children with down syndrome to work and help out shelter animals.


Advertising Agency: BBDO, Moscow, Russia
Managing Director: Natalia Tsyganova
Creative Director: Alexey Fedorov
Creative Group Head: Ekaterina Savrasova
Senior Copywriter: Natalia Sytnik
Digital Creative Group Head: Victor Gribanov
Senior Digital Producer: Yuriy Marin
TV Production Director: Boris Anisonyan
Senior Producer: Yana Ageeva
Junior Producer: Anna Chernaya
Music Producer: Dmitriy Rubezhov
Director TV Production Studio: Kirill Kulygin
Senior TV studio manager: Andrey Belov
Group Account Director: Elena Vorobyova
Account Director: Natalya Dzhafarova
Account Supervisor: Anastasia Babuchenko
Production company: Bureau Working Title
Director: Taisia Reshetnikova
DOP: Alexandra Ivanova
Executive producer: Elena Vlasova
Line producer: Tatyana Finaeva
Production designer: Ruslana Osmanova
Producer assistant: Ksenia Tsvetkova
Editor: Kirill Khandurin
Music composer: Oleg Karpachev
PR Agency: Mint
Managing Director: Viacheslav Tikhomirov
Client Services Director: Anastasiya Pogorelova
Senior Project Manager: Kseniya Kuznetsova
Project Manager: Maria Kirienko

Written by Ryan Lum

Ryan Lum is the founder and editor of Creative Guerrilla Marketing. He is passionate about creative marketing, social media and design. Connect with him on LinkedIn,Twitter or Google+


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