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