Tuesday, October 16, 2018
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The Mercadantes, BBDO San Francisco Team On CESAR's "First Day Friends"

By

Robert Goldrich
Friday, Oct. 5, 2018

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The CESAR® dog food brand debuted its “First Day Friends” campaign created by BBDO San Francisco, showcasing the power of pets to reduce stress. This film directed by Daniel and Katina Mercadante--aka the Mercadantes--shows a lad feeling uneasy about having to go to a new school. Each year, more than 7 million kids change schools, which can be a harrowing, lonely experience.

However, the boy’s social anxiety is relieved when he is unexpectedly joined by his dog on the first day of school, which helps him to connect with other kids. Man’s best friend paves the way for him to make new friends.

Credits

Client CESAR Agency BBDO San Francisco David Lubars, chief creative officer, worldwide; Matt Miller, chief creative officer, San Francisco; Michael Cornell, Latasha Ewell, associate creative directors; Katie Burleson, art director; Alisha Pagano, copywriter; Lou Doherty, head of integrated production; Meredith Krull, group strategy director; Dalan McNabola, editor. Production Park Pictures The Mercadantes, directors. Color Company 3 Sophie Borup, sr. colorist. Audio One Union Recording Studios Joaby Deal, sound designer. Music Marmoset, principal composer.

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