Pedigree Uses Facebook Masks to Put a Fresh, Furry Face on Dog Adoption

Functional fun from BBDO

Pedigree adopts Facebook’s masks feature to help shelter dogs find homes in this mobile campaign, part of the Mars-owned pet-food brand’s “Feed the Good” initiative.

Developed by BBDO New York, the “Adoptable Mask” push supports National Adopt a Shelter Dog Month and boasts pooch-face camera-effect overlays for users to fetch and share.

Of course, Pedigree and various BBDO offices have created memorable ads along these lines in the past. Notable efforts include a stirring film about ex-cons whose lives gain meaning once they start caring for pets, and a cagey flip-the-script take on animal rescue.

The new work marks BBDO’s first use of Facebook masksā€”a popular marketing tool among Hollywood studios since its launch a few months backā€”and it gives the Pedigree pitch some extra bite. Because the experience is functional as well as fun, folks who put on the dog might just wind up adopting one, too.

Users can overlay selfies with cartoony filters of pit bulls, Labradors, Boxers, Shih Tzus, Yorkies and Huskies, among the most common breeds found in U.S. shelters. A nod yields local information from online service AllPaws about where to find such pets.

“We’re always looking for new ways to reach consumers, whether it’s through storytelling or exploring new technology,” Pedigree brand manager Elizabeth Barrett tells Adweek. “We saw an opportunity to tap into the trend around selfie masks to deliver a personal and surprising experience.”

She adds, “The more people share, the more awareness we can raise. We made sure to balance out the fun, sharable look of a dog mask with the features of real dog breeds in need of forever homes.”

Client: Mars/Pedigree
Campaign: Adoptable Facebook Mask

Agency: BBDO New York
David Lubars, Chief Creative Officer, BBDO Worldwide
Greg Hahn, Chief Creative Officer, BBDO New York
Greg Ketchum, Executive Creative Director
Tom Godici, Executive Creative Director
Tom Markham, Executive Creative Director
Greg Gerstner, Senior Creative Director
Banks Noel, Creative Director
Vera Keiter, Copywriter
Delilah Kim, Art Director
Bob Estrada, Director of Strategic Partnerships
Alex Marsh, Director of Platform Innovation
Dave Rolfe, Head of Integrated Production
Eric Berg, Executive Interactive Producer
Sho Matsuzaki, Interactive Producer
Sally Nathans, Senior Account Director
Elizabeth Kelberg, Account Director
Michael Miles, Account Executive
Annemarie Norris, Group Planning Director
Sean Stogner, Communications Planning Director

Video Production Company: Ataboy Studios
Executive / Line Producer: Mark Fitzmarth
Producer: Rachael Rosenfeld
Director: Corydon Wagner
Editor: Nikolai Metin
Motion Graphics / Compositing: Ridvan Maloku

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@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.