DCX Launches First Work for Whistle Health To Provide Preventive Care for Dogs
By thelaegotist / /
DCX growth accelerator has created its first advertising campaign for Whistle Health, a new, AI-enabled, data-driven smart device that tracks a dog’s activity, behavior, and wellness. This is also Whistle’s first major advertising campaign.
The work runs through the end of June—six 15-second verite-style executions are set to a soundtrack of Bossa Nova and correlate with a behavior like licking, scratching, eating, drinking, sleeping, or activity. One spot opens on a cute puppy at its dinner bowl when back legs mysteriously lift up until it does a clumsy somersault over the plate. Another moment caught on cam: A bunch of puppies feeding at a bowl while circling it as if they’re starring in a Busby Berkeley musical.
The ad tells how the Whistle device can ‘Track every lick, scratch and sip” and can alert pet parents of a potential problem. The tagline: “Dog, Understood.”
The creative will run on Connected TV (Hulu, YouTube!); OOH (in Brooklyn, LA, SF); Paid Social, and National digital TV. OOH will include Bus Wraps, NYC Subway ads (animated digital), LINK NYC (animated digital), Buildings (Williamsburg), and a Wallscape (SOMA SF).
Leveraging a vast collection of data, gathered over four years from over 100,000 pets worldwide, Whistle Health has industry-leading AI that can translate every dog’s movements into a personalized, holistic wellness index. The result is a first-of-its kind health device that helps pet parents see what’s actually happening with their dog’s health at all times. When paired with the Whistle app, the device can detect issues and alert pet parents of potential problems like excessive scratching or changes in eating habits, and automatically connect them to a veterinarian through Whistle’s Ask a Vet feature.
The objective is to create brand awareness and educate people on the functionality and purpose of these smart devices. By translating their pet’s behavior into unprecedented health insights, Whistle reveals better ways to care to the pet parents.
“We are going through a seismic, generational shift in how Millennials take care of their pets,” said Spencer Baim, Chief Brand Officer, Kinship. “Their deep desire to understand their dog has now been met with this game-changing device. Our first national brand campaign speaks their language.”
CLIENT NAME: Kinship
CAMPAIGN TITLE: Whistle. Dog Understood
AGENCY: DCX Growth Accelerator
CHIEF CREATIVE OFFICER: Doug Cameron
EXECUTIVE CREATIVE DIRECTORS: Tommy Noonan, Al Kelly
CREATIVE DIRECTOR: Alistair Chew
ART DIRECTOR: Tommy Noonan
COPYWRITERS: Al Kelly, Alistair Chew
DESIGNER: Alistair Chew
PHOTOGRAPHER: Randall Ford
INTEGRATED PRODUCER: Destiny Hammon
DIRECTOR: Randall Ford
EXECUTIVE PRODUCER (PRODUCTION CO): Tom Dunlap
PRODUCER (PRODUCTION CO): SuperBloom
EDITOR: Tim Hyten
PRODUCTION SERVICE COMPANY: Catch & Release
AGENCY ACCOUNT LEAD: Elisabeth Stermer
ACCOUNT EXECUTIVE: Krysten Krulik
STRATEGY: Sam Levison
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