The Drum Awards Festival - Extended Deadline

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Client: Pedigree
Date: Jan 2018
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Pedigree and Colenso BBDO have launched the Pedigree SelfieSTIX app that lets people add fun filters to their dog’s perfect photo.

Like Snapchat Lenses, but for dogs, the Pedigree SelfieSTIX app easily converts peoples’ canine companions into a delightful cast of characters, including police officers, aviators, university graduates, safari explorers and cowboys. Dog owners can also expect a new release of filters around special occasions like Valentine’s Day and Easter.

The app transforms the campaign and activation into a platform that can be refreshed time and time again, driving repeat purchase of the DentaStix product, and uses a unique combination of canine facial recognition technology and machine learning to track the dog’s face, which allows for accurate placing of the filters. It then lets people share their filtered selfie through social media.