YOUNG MARKETERS 4 I FINAL ROUND
ANCHORING BY
“SMELL”
PHỌT
100% aware that we should not eat dogs because
they are very pitiful
But, 90% agree that dog meat is delicious because of
it’s typical scent
FACT
Easy to
change
mindset
PHỌT
YOUNG MARKETERS 4 I FINAL ROUND
Usage: Passive eater
Attitude: neutral
Typical scent of dog meat
makes it delicious and
makes me FORGET that a
dog I eat is very pitiful.
INSIGHT
BUT the truth behind is so cruel„
“The agonizing pain of a death will force naturally
occurring pain killing chemicals into the dog's meat, plus
the beating will soften the meat and make it easy to
spread typical delicious scent.”
STRATEGY
SCENT Cruel
actions WAKE UP!
Big Idea
PHỌT
SCENT OF PAINS
Behind delicious scent of dog meat, there are a lot of cruel
actions to “human friends”.
Therefore, wake up before you agree to enjoy this delicious
scent.
Executional Idea
FRAGRANT DOG MEAT PLATE
Press this
button to
smell the
most
delicious
dog meat
Viral clip:
“Why
does dog
meat
smell so
good?”
People often beat the dog until death to
make meat soften and easy to spread
typical scent.
WAKE UP! before you agree to enjoy this scent of pain.
166.789 people
supported.
Press this button
to support
“Dog Protection
Fund” founded
by Thanh Nien
newspaper and
Pedigree
Visit www.pedigree.com.vn for more information
6 billboards at 6 cites
Press this 3D image
to smell the most
delicious dog meat!
Scan this to know the
secret why does dog
meat smell so good.
Many people beat dogs in inhuman
way to make its meat soften and easy
to spread typical delicious scent when
eating them.
Press this below button repel
dog rebuse
166789 people supported
With every support, Pedigree
will donate 1.000 VND to “Dog
Protection Fund”
Scenting Booth – Supermarkets at 6 big cities
_ Sampling & Brochure of Pedigree
_ Collect signatures to support for Dog Protection
Fund
_5% price/product sold to Dog Protection Fund
THANK YOU
PHỌT
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