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BBDO NY Utilises Camera Filters to Boost Pet Adoption for Pedigree

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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Brand: Pedigree

Creative Agency

Creative Agency: BBDO New York

Copywriter: Vera Keiter

Art Director: Delilah Kim

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

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

Account Executive: Michael Miles

Interactive Producer: Sho Matsuzaki

Head of Integrated Production: Dave Rolfe

Executive Interactive Producer: Eric Berg

Director of Platform Innovation: Alex Marsh

Director of Strategic Partnerships: Bob Estrada

Senior Creative Director: Greg Gerstner

Planning Director: Annemarie Norris, Sean Stogner (Comms)

Senior Account Director: Sally Nathans

Digital Production Company

3D Artist: Samuel Lundsten

Illustrator : Therese Larsson

Digital Production: North Kingdom

Developer: Sebastian Salonen, Lars Alin

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

Category: Home , Pet food

Genre: Apps , Digital