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1. THE LAST FIVE DAYS
FINALROUND

2. Emotional:
Help people feel
good when they
feed their dogs.
Solution
Bring out the good in people
Who are we?

3. Truth
Through the eyes of a child, dogs are friends

4. BUT
“Dogs are just
animal. We eat the
others like chickens,
pigs, cows… why
excepting dogs?”.
“I never eat my dog
because I love it. The
dogs out there have
no relation to me so I
feel nothing when
eating it”
“A dog is just what it is.
Don’t be too serious.”
Many people are eating dog meat with many reasons
When growing up,
They eat those friends…

5. Insight
“I don’t realize that i’m getting more
insensitive to dogs, comparing to my
childhood, and eating dogs is proving it”
Why ?
Why ?
For them now, “Dogs are just DOGs”
As growing up, people tend to be more
pragmatic
 they become INSENSITIVE
Why ?
Their perception of dogs has changed

6. Target audience
YOUNG ALDULT
22 – 30 years old
Male & Female
Income : BC
Location: Ho Chi Minh city
In contact with dogs when being a child
Attitude:
- “Dog is just an animal”
- Eating dog meat is normal
Behaviors:
- Eating dogs meat

7. BIG IDEA
COMMUNICATION IDEA

8. Deployment plan
Objective
Key
hook
Supporting
tactics
Budget
Billboard
1.100.000.000 VND
Printads: Pet stores, supermarkets, public area
 A series of truths about dogs and human
illustrated in funny and creative ways are
displayed on billboards and under PrintAds form.
 The truths are are released one by one
KOLs Sharing: Vloger sharing about people are
getting more insensitive when eating dogs.
Seeding, KOLs sharing,
KOLs
sharing
Awaking people gently
together with bringing out
strong impacts

9. Deployment plan
Objective
Key
hook
Supporting
tactics
Budget 900.000.000 VND
Viral clip
Call for action
PR,
Pedigree booth
Viral clip: is about Nam who is going to eat dog meat
with his friend. Suddenly he see a traffic accident of
a kid with his dog on the way.
The dog is strongly hurt and the kid is crying loudly.
The man try to save the dog but he can’t. The kid is
supposed to cry much more but surprisingly thie kid
just give a tight hug to his dog as a goodbye. What
has just happened reminds Nam of his childhood
with his dog. He realize he forget his old friend as
well as his love to dogs has gone through the time.
He cancel his appointment and decide not to eat dog
meat anymore
Do the good
Viral clip Booth
Won’t you
eat me ?
This booth is equiped with an interactive electronic screen.
A dog appears on the screen and always wishes people to
cuddle it. If someone has done, they’ll recieve a small gift from
Pedigree. By the end of the game, they will get a message
spoken out by the dog: Won’t you eat me? They have to
choose YES or NO as a commitment of not eating dog meat.

10. Thank you