Whistle Kinship

Dog Understood

Agency: DCX Growth Accelerator


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).

This professional campaign titled 'Dog Understood' was published in United States in May, 2022. It was created for the brands: Kinship and Whistle, by ad agency: DCX Growth Accelerator. This Integrated medium campaign is related to the Electronics, Technology industry and contains 4 media assets. It was submitted over 1 year ago.


Client Name: Kinship

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: Tom Dunlap
Producer: Superbloom
Editor: Tim Hyten

Production: Catch & Release
Agency Account Lead: Elisabeth Stermer
Account Executive: Krysten Krulik
Strategy: Sam Levison


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