MCM Media, in partnership with Starcom MediaVest Group, created an 8-part online video series called 'Underdogs' to champion the 2011 Pedigree Adoption Drive - an annual national initiative to raise awareness of dog homelessness in Australia.

Pedigree identified the importance of showcasing the real life stories of abandoned dogs and had used this insight very effectively in past campaigns, including the MFA Grand Prix Award winning campaign of 2010. This year, the challenge was to build upon that concept and produce content that would have every dog lover in Australia talking about the dog homelessness issue.

In response, MCM Media created Underdogs – a unique documentary series designed to be shared via social media channels - took the very real, very touching stories of three groups of ‘underdogs’ to the nation to prompt action during the Adoption Drive.