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of pedigree Proud to be part of the Mars family, the brand has teamed up with Spotify to share an ‘adoptable playlist’. It features actual adoptable dogs as his art on certain playlist covers and raises awareness of the need for dog adoption nationwide.
Adoptable playlists featured in Spotify’s “Feel Good” category, one of Spotify’s most popular genres, adopted by millions of listeners seeking more happiness in their lives provide the opportunity for
creative agency led BBDO new york, the campaign marks the first time Spotify is working with brands to endorse welcoming more dog-loving homes. Spotify and the Pedigree brands will advertise dogs on their adoptable playlists for adoption through targeted audio ads and written playlist descriptions that include links to the dog adoption page on AdoptAPet.com. Provides listeners with information on how to mate.
Each playlist cover features a different dog in need and is designed to look like an album in a recognizable musical genre. The cover art will change during the campaign to feature new adoptable dogs in hopes of finding a forever home for as many dogs as possible. Adoptable playlists include Feelin’ Good, Happy Beats, It includes Energy Booster Country and is live today through March 26th.
A recent report from the Shelter Animals Count found that more animals are now staying in shelters than before the pandemic. Unfortunately, just over half (53%) of dogs in shelters are adopted. The partnership between Spotify and the Pedigree brand aims to raise awareness of the need for dog adoption and alleviate the pressure facing shelters across the country.
“We are always looking for new and innovative ways to acquire adoptable dogs in front of prospective pet parents. Elizabeth Barrett, senior marketing director for the Pedigree brand. “Earlier this year, we also launched the Pedigree Fosterverse program, bringing Foster opportunities to the virtual world. It’s the latest way to help you find the forever home you deserve.”
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mars petcare
Vice President Marketing NA – Jean-Paul Jansen
Brand Director – Edwin Padilla
Brand Associate Director – Elora Esbrook
Brand Associate Director – Gilda Bailey
Brand Manager – Hannah Olsen
Senior Associate Brand Manager – Crosby Wright
Associate Brand Manager – Annie Pulizzi
Creative agency: BBDO New York
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, North America: Luiz Sanches
EVP, Executive Creative Director: Peter Kain
EVP, Executive Creative Director: Humberto Fernandez
SVP, Creative Director: Jim Connolly
SVP, Creative Director: Bart Mol
Designer: John Woo Yu
EVP, Senior Account Director: Sally Nathans
Vice President, Account Director: Caitlyn Norling
Account Executive: Grace Engler
Group Planning Director: Annemarie Norris
SVP, Head of Connectivity Planning: Enda Conway
Connection Planner: Carly Duris
EVP, Director of Data Solutions: Steve Viglione
VP, Data Solutions: Derek Zimmerman
Data Analyst: Andrew Postman
Group Executive Producer: Becky Burkhardt
Associate Art Producer: Cleo Montagnana
Influencer Lead: Lucy Bennett
Senior Business Affairs Manager: Shelly Bloch
Project Management Director: Mark Lester
Illustrator/Designer: Aaron Lowell Denton
Senior Producer/Agent: Aubrey Halloran
Photographer: Billy Sigrist
Gaffer/BTS Video: Michael Lisnett
Digital Tech/BTS Video: Lucas Hrabel
weber shandwick
Alex Snow – Vice President, Client Experience
Samantha Barron – Account Director, Client Experience
Jaime Castile – Senior Associate, Media Relations
Kathryn Abernathy – Associate, Client Experience
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