Pedigree invites prospective pet owners to 'interview' shelter dogs in Clubhouse

Campaign by BBDO NY follows last year's 'Dogs on Zoom'

Published On
Mar 24, 2021

Editor's Pick

Early on in the pandemic last year, Mars pet food brand Pedigree ran a canine adoption campaign where it let potential owners "interview" dogs on Zoom. Now one year one, social networking platform Clubhouse has been attracting attention, so naturally, Pedigree is bringing its adoption efforts there too. 

In a campaign by BBDO New York called "Pedigree Doghouse," moderators at the audio app welcomed 20 adoptable dogs into their chat rooms last weekend to help more dogs get adopted. The dogs were featured in talks highlighting the mental, emotional and physical benefits of pet companionship. 

Participants in each Clubhouse “room” were able to click on the dogs’ profiles, learn about them and find out where they could adopt them. What's more, Pedigree will be covering the adoption fees for all dogs adopted through the Clubhouse chats. 

The campaign continues today at 5:30 PM ET, when Clubhouse moderator and mental health advocate Alessandra Torresani will lead a chat in partnership with Pedigree and participating shelters about how dog adoption and ownership can have a positive impact on your life. 

 

Pedigree Doghouse: Gonzo the Dog (@AdoptGonzo), an Australian cattle dog, asks people to adopt him.

Credits

Date
Mar 24, 2021
Client :
Pedigree
Agency :
BBDO-New York
Chief Creative Officer Worldwide :
David Lubars
Executive Creative Director :
Peter Kain
Executive Creative Director :
Gianfranco Arena
Associate Creative Director :
Matthew Low
Associate Creative Director :
Kristin Clark
Junior Copywriter :
Nikki Simon
Junior Art Director :
Samantha Spellman
Exec Producer :
Amy Wertheimer
Head of Interactive Production :
James Young
Senior Producer :
Danielle Amico
Influencer Manager :
Lucy Bennett
Music Producer :
Katie Theobalds
VP Head of Innovation :
Vishal Dheiman
EVP Senior Account Director :
Sally Nathans
SVP Account Director :
Liz Maini
Account Executive :
Chelsea Berk
Group Planning Director :
Annemarie Norris
Comms Planning Director :
Brian Brydon
Business Affairs Manager :
Shelly Bloch
Production Company :
BBDO Studios
BBDO Studios Director :
AJ Rowe Jr.
Editor :
Brad Go
Sound Mixer :
Corey Bauman

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Project Type