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

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

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

Contact us
Chloé Naessens DDB Brussels
Peter Ampe DDB Brussels
Chloé Naessens DDB Brussels
Peter Ampe DDB Brussels
About DDB Brussels

To solve our client’s business issues, we favor our people’s skills instead of the latest buzzwords. Bringing together our people’s talent in strategy, technology, creation and production under one roof results in "work that works”.

Our long-standing experience with people-focused brands (VW, IKEA, Studio Brussel, bpost bank, DKV, letgo, De Persgroep…) inspires an internal culture based on creativity & humanity. This helps us come up with creative business solutions that interact with how people behave today. Our solutions go beyond what is traditionally labeled as advertising and can propel a brand for years.

With a headcount of around 60 people, we are large enough to take up the most serious challenges, while remaining agile enough to respond in real-time to new opportunities.

DDB Brussels
Sint-Huibrechtsstraat 17 rue Saint-Hubert
1150 Brussels