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Creative Bbdo Pedigree

New SelfieSTIX app allows dog owners to have a woofing good time


By Shawn Lim, Reporter, Asia Pacific

January 23, 2018 | 2 min read

Having previously introduced the SelfieSTIX, a specially designed clip that attaches the DentaStix to the top of your smartphone to help dog owners create perfect selfies with their pets, Pedigree has now launched the SelfieSTIX app that lets people add fun filters to their dogs’ perfect photos.

The app easily converts peoples’ canine companions into a delightful cast of characters, including police officers, aviators, university graduates, safari explorers and cowboys by using 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 and will release new filters around special occasions like Valentine’s Day and Easter. The campaign was created in partnership with Colenso BBDO.

“We love our dogs, so why not give dogs access to all the fun things us humans have too?” said Cormac van den Hoofdakker, brand manager of Pedigree at Mars NZ.

“The Pedigree SelfieSTIX phone clip meant that people could have meaningful moments of closeness with their dogs in the form of a perfect selfie. But with the Pedigree SelfieSTIX app, it truly takes those selfies to the next level.”

Pedigree: advert-body-3 by Colenso BBDO

By Pedigree

Overall Rating 5/5

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