How do you give an event more Pedigree?

Pedigree Pets is one the UK's largest wholesale pet suppliers. While at Atticus I was asked to create something to attract their attention and give us a foot in the door to talk about their brand or other aspects of their business we could potetnially help with. The video below was sent to them as an introduction.
After introducing ourselves, we we're given the task of looking at their premier wholesale event they produce each year. At present it is called the Pedigree Pets wholseale event. That just wouldn't do, I wanted to create an event that people wanted to attend by raising it's profile. I came up with the name 'Petfest'. Having a name gave Pedigree the ability to change each year but retain brand recognition. The first year was called 'Role reversal', as it visually put buyers right in the frame of what the event was about.
To show the event was future-proofed we showed how year 2 could look by pushing the 'Pedigree' aspects of the company. Also showing how pets have become like family members to owners.
Along with the 'PetFest' event I wanted to show Pedigree Wholesale how with a small change they could start to give their brand a more considered feel. At the moment, like most, they use imagery of pets as branding. With a small change they could show how they have products for every breed of animal, from dalmations to sausage dogs.

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