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BBDO NY Utilises Camera Filters to Boost Pet Adoption for Pedigree

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Pedigree is one of the first brands to launch a customised Facebook camera effect

BBDO NY Utilises Camera Filters to Boost Pet Adoption for Pedigree
Starting today, the Pedigree brand has teamed up with Facebook to launch a customised camera effect to help raise awareness for pet adoption, just in time for October’s National Pet Adoption Month.
The camera effect, created by BBDO New York, allows Facebook users to choose from multiple breeds of dogs to layer onto their selfie, then displays a real adoptable dog of a similar breed nearby, with help from AllPaws, an online resource that matches pet parents with a dog at a local shelter.

“The new Pedigree Facebook camera effect is not only fun and entertaining, but it also supports pet adoption, a cause that’s at the core of our brand,” said Elizabeth Barrett, PEDIGREE® Brand Manager. “We’re constantly looking for ways to stay relevant when talking to consumers, and this digital format delivers our adoption message in a way that’s both unexpected and impactful. We want consumers to selfie with the doggy-faced overlays to help raise awareness for dogs in need of a forever home.” 

As one of the first brands to launch a customised Facebook camera effect, the Pedigree brand is using this technology to amplify the message behind its global ‘Feed The Good’ campaign, which is that dogs make us better people and deserve a forever home.
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Digital Production Company

3D Artist: Samuel Lundsten

Developer: Sebastian Salonen, Lars Alin

Digital Production: North Kingdom

Producer: Marcus Berggren, Sara Andersson, Mathias Axell (3D)

Illustrator : Therese Larsson

Creative Agency

Account Executive: Michael Miles

Art Director: Delilah Kim

Chief Creative Officer: David Lubars (Global), Greg Hahn (NY)

Copywriter: Vera Keiter

Creative Agency: BBDO New York

Executive Creative Director: Greg Ketchum, Tom Godici, Tom Markham

Executive Interactive Producer: Eric Berg

Head of Integrated Production: Dave Rolfe

Interactive Producer: Sho Matsuzaki

Planning Director: Annemarie Norris, Sean Stogner (Comms)

Senior Account Director: Sally Nathans

Senior Creative Director: Greg Gerstner

Director of Platform Innovation: Alex Marsh

Director of Strategic Partnerships: Bob Estrada


Brand: Pedigree

Categories: Home, Pet Supplies

BBDO New York, Wed, 11 Oct 2017 09:24:34 GMT