The Pedigree brand, proudly part of the Mars family of brands, is collaborating with Spotify to share “adoptable playlists,” featuring real-life adoptable dogs as the cover art on specific playlists to drive awareness for the nationwide need for dog adoption.
The adoptable playlists will be featured in Spotify’s “Feel Good” category – one of the most popular genres on Spotify – presenting adoption opportunities to millions of listeners who are looking for more happiness in their lives.
Led by creative agency BBDO New York, the campaign is the first-time Spotify has collaborated with a brand to champion getting more dogs into loving homes. Spotify and the Pedigree brand will give listeners information on how to adopt the dogs featured on the adoptable playlists through targeted audio ads and written playlist descriptions, which includes links to the dogs’ adoption pages on AdoptAPet.com.
Each playlist cover features a different dog in need and has been designed to look like an album from a recognizable music genre. The cover art will change to feature new adoptable dogs during the campaign, in the hopes of finding forever homes for as many dogs as possible. The adoptable playlists include Feelin’ Good, Happy Beats and Energy Booster Country and will be live today through March 26.
More animals are staying in shelters now than before the pandemic, and unfortunately, just over half (53%) of dogs in shelters are adopted, according to a recent report from Shelter Animals Count. The partnership between Spotify and the Pedigree brand aims to raise awareness of the need for dog adoption and alleviate the pressure shelters are facing across the country.
“We’re constantly looking for new, innovative ways to get adoptable dogs in front of prospective pet parents, so we’re proud to work with Spotify to promote dog adoption to their engaged audience,” said 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. This partnership with Spotify is the latest way we’re helping deserving shelter dogs find their forever homes, as part of our larger Mars Petcare ambition to end pet homelessness.”
CREDITS
Mars Petcare
Vice President Marketing NA – Jean-Paul Jansen
Brand Director – Edwin Padilla
Brand Associate Director – Ellora 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: Jong Wu Yeu
EVP, Senior Account Director: Sally Nathans
VP, Account Director: Caitlyn Norling
Account Executive: Grace Engler
Group Planning Director: Annemarie Norris
SVP, Head of Connections Planning: Enda Conway
Connections Planner: Carly Duris
EVP, Director of Data Solutions: Steve Viglione
VP, Data Solutions: Derek Zimmerman
Data Analyst: Andrew Postman
Group Executive Producer: Becky Burkhard
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 Siegrist
Gaffer/BTS Video: Michael Lisnet
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
Sign up for our free elert here and follow us on Facebook, Twitter, Instagram and YouTube
