In honor of Blindness Awareness Month, Pedigree has released a new video, “Dark to Light,” which tells the story of Liz Oleksa, a single mother whose eyesight suddenly deteriorated one day, leaving her blind.
The video highlights how her guide dog, Brice, changed her life, helping her regain independence, confidence and pride.
This g story is the latest installment in the dog food brand’s “Feed the Good” campaign created by BBDO, which is based on the simple insight that dogs and people benefit each other.
“The FEED THE GOOD™ campaign brings to life the PEDIGREE® brand’s commitment to making the world a better place for dogs” said Melodie Bolin, PEDIGREE® Brand Manager at Mars Petcare. “Through visual storytelling, we have been able to share the heartwarming tales of remarkable dogs and individuals, and the positive impact they’ve had on each other.”
“Dark to Light” provides an experience for viewers that pushes them to rely on auditory cues to follow the story, mirroring Oleksa’s personal journey from darkness to light. The video was also created in a second format that uses descriptive video services (DVS) to voice over the visuals displayed on the screen, ensuring the visually impaired can experience the film as well.
In support of Blindness Awareness Month this October, “Dark to Light” was also created in a second format that uses descriptive video services (DVS) to voice over the visuals displayed on the screen, ensuring the visually impaired can experience the film as well.