BBDO New York Puts Dogs in Clubhouse Chatrooms in Adoption Campaign for Pedigree
The Pedigree brand is one of the first brands tapping into the new Clubhouse platform to highlight its mission of ending pet homelessness. The brand is teaming up with shelters across the country via the Pedigree Foundation and turning to the new audio chat app to help adoptable dogs find their forever homes.
Clubhouse is all about audio, and we know that dogs are some of the best listeners. In a new campaign led by creative agency BBDO NY, the brand partnered with Clubhouse moderators to welcome 20 adoptable dogs into their chatrooms over the weekend to raise awareness of the mental, emotional and physical benefits of pet companionship. The Pedigree brand partnered with relevant moderators leading conversations about mental and physical health to foster the conversation about how animals can provide support during challenging times.
Participants in each 'room' were able to click on the dogs’ profiles, learn about them and find out where they can adopt them from, and the Pedigree brand will be covering the adoption fees for all dogs adopted through the Clubhouse chats.
The Doghouse program will continue on Wednesday, March 24th at 5:30 PM ET, when Clubhouse moderator and mental health advocate Alessandra Torresani will lead a chat in partnership with the brand and participating shelters about how dog adoption and ownership can have a positive impact on your life.
This Clubhouse activation is a follow up to the brand’s Dogs on Zoom campaign last year, where they leveraged the popular Zoom conferencing platform to host virtual adoption events with shelters across the country during the pandemic.
Creative 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
Category: Home , Pet Supplies