Pedigree and DDB Brussels launch interactive city walks via bus shelter ads.

Pedigree and DDB Brussels launch interactive city walks via bus shelter ads.

Wednesday, October 30, 2013 — Dogs need at least one good walk a day to stay healthy and fit. To encourage these walks, Pedigree promoted several city walks in Brussels and Ghent making use of JCDecaux and Clear Channel’s bus shelter advertising network.

In total, dog owners have seven different walks to choose from. Specially adapted posters will guide you from one bus stop to the next, covering 1 to 2.5 km. The posters also have a promotional aspect, inviting participants to share their experiences along the way via Pedigree’s Facebook page. As such, enthusiastic walkers have the chance to win a free Pedigree sample pack.

In Flanders, one family in four owns a dog. Dogs have a lot to offer: friendship, protection, the pleasure of walking, companionship. In turn, however, our precious pets require attention. Every dog needs a daily walk lasting anywhere between 30 minutes and one hour. Even if your beloved pooch has a garden to run around in, it still needs to be taken out for a walk every day as this offers it the chance to soak up new impressions.
The various walks can be found online on

Note: This campaign was developed in the framework of the OOH!Awards, where the concept won gold in June for the best 2x2 campaign.


Campaign: Pedigree Stadswandeling
Client: Pedigree Belgium (Mars Belgium)
Marketing Manager : Lisa Smet
Agency: DDB Brussels
Creative Director: Peter Ampe
Creation: Gertjan De Smet
Strategic Planner: Maarten Van Daele
Account team : Francis Lippens, Chloé Naessens, Kirsten Vanderbeke, Anita Jerez
Digital production: Bert Gybels
Graphic Design: Coraline Barbe, Gregory Klarfeld
Production company: JCDecaux, Clear Channel
Media : outdoor, social media

Pedigree Belgium Billboard Walk

Contact us

Chloé Naessens

DDB Brussels

Peter Ampe

DDB Brussels