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ANDY Awards

Creative Award
New York, United States
PEDIGREE® - "CARAMELO" by ANDY Awards 2026

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TitleCARAMELO
Agency
Campaign CARAMELO
Advertiser Mars
Brand PEDIGREE®
Date of First Broadcast/Publication 2025 / 3
Business Sector Pet Food, Pet Care Products & Services
Story The ad opens with a caramel-colored dog overlooking a cityscape, symbolizing the widespread cultural affection for such dogs in Brazil, often seen in memes. It highlights the dog as an icon of Brazilian heritage and compares it to the country's currency. The ad reveals a stark truth: mixed-breed dogs like 'caramelo' have a 90% lower adoption rate compared to purebreds. Pedigree addresses this by launching a significant genetic study into these dogs and establishing the 'Caramelo Kennel Club,' which would certify these dogs similarly to purebreds. Engaging visuals show dogs displaying certificates and trophies, emphasizing the campaign's empowering message of equality and inclusion. The campaign ends with dogs eating Pedigree food, reinforcing the product's alignment with supporting the adoption of caramel-colored dogs.
Media Type Television
Length
AI Description The ad opens with a caramel-colored dog overlooking a cityscape, symbolizing the widespread cultural affection for such dogs in Brazil, often seen in memes. It highlights the dog as an icon of Brazilian heritage and compares it to the country's currency. The ad reveals a stark truth: mixed-breed dogs like 'caramelo' have a 90% lower adoption rate compared to purebreds. Pedigree addresses this by launching a significant genetic study into these dogs and establishing the 'Caramelo Kennel Club,' which would certify these dogs similarly to purebreds. Engaging visuals show dogs displaying certificates and trophies, emphasizing the campaign's empowering message of equality and inclusion. The campaign ends with dogs eating Pedigree food, reinforcing the product's alignment with supporting the adoption of caramel-colored dogs.
Design Company
Digital Agency T&P powerd by Fbiz
Media Agency
PR / Marketing Agency Imagem CorporativaGiusti Creative PR
Production Company
Music / Sound Production Company Raw Áudio
Post Production Company Gafanhotto
Art Director
Art Director
Art Director Giulia Motta
Chief Creative Officer
Chief Strategy Officer
Copywriter
Copywriter
Creative Director
Director
Director of Photography (DOP)
Editor
Editor Carlos Eduardo da Silva
Executive Creative Director
Executive Creative Director
Executive Creative Director
Executive Creative Director
Executive Creative Director
Film Director Oriol Barberà
Illustrator
Illustrator
Motion Designer
Motion Designer
Photographer
Producer
Producer
Producer
Producer Antonia Cid Ferreira
Art Director of Film
Account Management Team
Account Management Team
Account Management Team
Account Management Team
Account Management Team Ana Flávia Albuquerque
Approval
Approval Fabio Aligns
Approval
Approval
Approval Ricardo Marinho
Approval Marina Moresco
Approval
Art Buyer
Art Buyer
Art Buyer
Breader Tata Werneck
Chief Executive Officer (CEO)
Chief Executive Officer (CEO) Rodrigo Faria Matheucci
Chief Producer
Co-Founder & Operations Director Raquel Facuri
Color Grading
Consultancy DNA Pets
Content Fernando Cury "Pandão"
Director of Photography (DOP) João Carlos Rocha
Executive Creative Director
Executive Director
Founder & CEO Juliana Camargo
Head Jaqueline Oliveira Rosa
Head of Production
Live Siegfrid Frazao Keysselt Junior
Live Mila Andrade
Live
Live Jeniffer Oliveira dos Santos
Manager
Music Producer
Non-profit AMPARA
Planner
Planner Filipe Yudi Nakaoka
Planner Luana Rodrigues Sanches
Planner Giovanna Rodrigues Orsatti
Producer (Voice) Bernie Wallbeny
Special Projects
Special Projects
Special Projects
Special Projects Director
Talent Agency Voz / Sao Paulo