GRAPHIC DESIGN • ART DIRECTION
Adventures of Baby and...
Insight: Many new parents avoid getting a dog because they fear it could be unsafe around their baby.
Solution: To demonstrate the safe, caring relationship between Pedigree dogs and babies, supported by dog profiles that build credibility and trust.
Adventures of Baby and... is a baby monitor app that creates musical adventures with an adoptable dog.
Guidance suggests that babies aged 18–24 months should have only limited screen time, ideally accompanied by an adult. This creates an opportunity to make that time special.
Featuring over 100 animated bedtime stories in video and book form, including real dogs from Pedigree whose personalities shape the adventures with your baby, accompanied by a unique lullaby.
Parents can learn about each dog in the story via a short bio, opt in to receive video updates from them, and attend local Pedigree pop-up events with their baby to meet the dogs in the stories.
'It's such a different and interesting angle to tackle this issue. Also pulling all the right strings!' Fred Corazza.
Walk a Mile in Their Shoes
'Homelessness is a big issue affecting hundreds of thousands of people across the UK, and the issue has reached critical levels around the country in 2026.' The Big Issue
Solution: To help people see the person behind homelessness, building trust and encouraging support for vendors.
Insight: The people we walk past are not so different from us, they once lived lives just like ours.
Idea: Walk a mile in their shoes.
Photo by Leroy Skalstad on Unsplash
A one-mile trail through Leeds city centre, starting at the train station, featuring donated and charity shop shoes that represent different walks of life. Each shoe has already walked a different path, just like the person it represents.
Placed in recognisable locations, each pair is brought to life through life-sized illustrations that reveal the personal stories, careers and experiences of Big Issue vendors before homelessness. The trail encourages people to see beyond perceptions, connect with vendors and support them by purchasing the magazine rather than simply giving a donation.
The public are invited to share their journey using #WalkAMileInTheirShoes.
IDEAS