Pedigree has unveiled its ‘Feeding Brighter Futures’ campaign, pledging to feed one million meals to dogs in re-homing centres across the UK.

The campaign is supported by a fully-integrated campaign led by AMV BBDO with TV personality Paul O’Grady serving as the campaign’s ambassador. As part of the activity ‘Feeding Brighter Futures’ with Pedigree, the brand will become the fully-integrated sponsor of the second series of Paul O’Grady: For the Love Of Dogs, following a deal negotiated by ITV Commercial and Newscast.

A well-executed and emotinal TV advert featuring the story of a rescue dog and his journey to a forever home will also run as part of the campaign.

The Buddy Cup, unveiled last week by the company’s Brazilian division, contains a innovative high-tech chip technology integrated with Facebook that makes two people friends on Facebook, when they clink their glasses together in a toast. The cup is paired with a Facebook account by using a QR code printed on the bottom, and a red LED serves as confirmation that you have a new friend.

The cups will supposedly be used at sponsored Budweiser events such as festivals, concerts etc. and are created by Agencia Africa to enhance brand activation and increase the interaction between Budweiser consumers.

Axe is known for its innovation and creativity within advertising, and I have shared several campaigns about the bold brand before.

This time Axe and Mindshare, Belgium have focused on online and television, two media extremely powerful on the target, but above all two very complementary media.

To connect the two media as simple and engaging as possible, Shazam was chosen as the application to cleverly bring more life to the TVC spot and create excitement into the campaign.

The idea might not be as revolutionary as stated in this case, but it would be great to see much more integrated campaigns with valuable and entertaining content. It’s time to move beyond the TVCs with nothing more than just a Facebook url or Twitter Hashtag.