This dog treat campaign lets you test your pooch’s IQ—and the lower, the better

Campaign from Mars Petcare brand Greenies was developed with a ‘canine intelligence researcher’

Published On
Oct 28, 2020

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A new campaign from Mars Petcare dental treats brand Greenies will let you evaluate your dog’s intelligence—and the lower they score, the better.

Greenies employed a “canine intelligence researcher,” Dr Rosalind Arden, an assistant professorial research fellow at the London School of Economics with a PhD in behavioral genetics, to devise the online test. It takes about 15 minutes to complete and dog owners require a handful of kibble or small treats, three plastic cups, two chairs and a blanket.

Owners are encouraged to share the results on social media. Depending how well a dog scores, owners are offered money off their next purchase of Greenies dental treats—and the lower the score, the bigger the discount (the idea being that dumber dogs are in need of more “help"). For example, if your dog is a "doggy genius," you'll get just $1 off, whereas if he's a "fur brain," you'll get a $5 discount. It's part of the brand's ongoing campaign centered around the insight that dogs "don't know what's good for them."

"Dog owners know that our four-legged friends don't always make the best decisions, like thinking your socks are a chew toy or that standing right behind you is a smart place to be," said Craig Neely, vice president of marketing at Mars Petcare. "That's the idea behind Doggy IQ. We're offering a fun bonding experience for pets and their owners, while celebrating the quirks that make our dogs loveable and, of course, rewarding them with dollars off our delicious and good-for-you treats."

The IQ test is backed by a teaser film, seen here, plus social media and GIFs, all created by agency adam&eve/DDB. There is also PR activity and an influencer outreach program on Instagram, coordinated by Weber Shandwick. The animation in the film and on the Doggy IQ site is by James Curran of SlimJim Studios, while the site itself was built by Barefoot Proximity.


Oct 28, 2020
Client :
Agency :
Adam & Eve/DDB
VP Marketing :
Craig Neely
Marketing Director :
BJ Crowder
Associate Brand Manager :
Beth Drew
Associate Brand Manager :
Matt Darcy
Associate Brand Manager :
Connor Pera
Chief Creative Officer :
Richard Brim
Creative Director :
Ben Stiliz
Creative Director :
Colin Booth
Copywriter :
Miles Carter
Art Director :
Helen Balls
Agency Producer :
Kendal Drake
Senior Planner :
Jack Spicer
Global Managing Director :
Fiona McArthur
Managing Partner :
Charlotte Cook
Business Director :
Loella Collier
Account Director :
Kathryn Gooding
Account Exective :
Hugo Evans
Designer/Typographer :
Alex Fairman
Designer/Typographer :
Martin Murphy
Designer/Typographer :
Mauricio Brandt
Production Company :
Executive Producer :
Duncan Gaman
Producer :
Leo Green
Director :
James Curran
Editing Company :
2D Animator :
James Curran
2D Animator :
Ross Plaskow
2D Animator :
Steve Kirby
2D Animator :
James Pierson
Illustrator :
James Curran
Music Supervisor :
Felt Music Limited
Audio Post Production :
Soundtrack Name :
Beauty & Bone
Composer :
Jay Price
Social :
Rebecca Wilson
C&A Animator :
Joe Hollingworth
Art Director :
Sophie Knox
Art Director :
Helen Balls
Copywriter :
Miles Carter

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