Pedigree Mars Petcare

Tail Orchestra

Agency: BBDO


In this experiment, dogs were presented with PEDIGREE treats and other less appealing stimuli (think broccoli and an empty BBQ pit). The responses of the dogs’ tails conducted music ranging from slow and mellow to bright and joyful, which the orchestra followed, showing us the joy that dogs bring to their humans, and that Pedigree treats bring to the dogs.

This professional campaign titled 'Tail Orchestra' was published in United States in April, 2024. It was created for the brands: Mars Petcare and Pedigree, by ad agency: BBDO. This Integrated medium campaign is related to the Pets industry and contains 1 media asset. It was submitted about 1 month ago.


David Lubars : Chairman/ Chief Creative Officer
Luiz Sanches : Chairman/Chief Creative Officer
Matt Macdonald : Chief Creative Officer
Peter Kain : Executive Creative Director
Marcelo Nogueira : Executive Creative Director
Breno Balbino : Creative Director
Luz Arroyo : Associate Creative Director
Mark Lester : Project Director
Alex Gianni : EVP Director of Production
Becky Burkhard : Group Executive Producer
Esther Lee : Producer
Kathleen Bannon : Business Affairs Manager
Julia Millison : Senior Music Producer
Joshua Steinman : EVP, Senior Director
Caitlyn Norling : SVP, Account Director
Divya Joseph : Account Manager
Vanessa Romann : EVP Strategic Planning
Nicole Parker : Strategy Director
Thomas Freeman : Senior Planner
Enda Conway : SVP Group Director, Connections Planning
Derek Zimmerman : VP Marketing Director, Marketing Science
Christina Albert : Global Deployment Supervisor
Diana Lichtenstein : Global Deployment Executive

Mars PetCare:
Jean-Paul Jansen : Chief Marketing Officer North America, Mars
Elizabeth Barrett : North America Marketing VP, Pedigree
Lindsay Smith : Brand Manager, Pedigree
Ryan Cummings : Assistant Brand Manager, Pedigree C&T

Editorial: FCNY
BettyJo Moore : Editor
Kaylin Smida : Assistant Editor
Wade Weliever : Senior Producer
Penny Ensley : Head of Production
Sarah Roebuck : Executive Producer
Justin Brukman : US Managing Director

Mix/Sound Design:

Alex Jimenez : Color Collective, colorist

B-Reel Films:
Aaron Tao : Director
Winston Tao : Director
Michael McQuhae : Managing Director/Executive Producer
Tim Kerrison : Line Producer

The Film Place:
Grazyna Bastek : Service Producer
Tomek Krzywicki : Production Manager
Michal Piss : 1st AD
Monika Sajko : Production Designer

Supreme Music

Nacho Londono : Production Consultant
Carolyn Humbertson-Frank : Content Strategy Manager

Article 19
Science in Sport


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