An orchestra conducted by dogs’ tails shows how much dogs love Pedigree® treats.

problem

Treating dogs is one of the purest ways to express love, but due to inflation and economic instability, dog parents worldwide have been cutting back on treating their dogs because they think treats are unnecessary or superfluous.

tail

Studies have proven that dogs’ wagging tails can express a full range of emotions. What if we translated those emotions into music, to express the joy that Pedigree treats can bring to dogs and their humans?

idea

We teamed up with the renowned Radio Polish Orchestra to create the most unpredictable symphonies, using dogs' tails as the orchestra’s conductor. First, we wrote symphonies based on dogs’ personalities. Then, the dogs were presented with different stimuli, and the musicians followed their tail reactions, creating the songs. The songs became albums on all audio platforms, vinyls, and ambient music in pet shops, dog parks, everywhere. Also, posters were placed near famous concert halls to promote the songs. Through music, we proved how much dogs love Pedigree treats and how they can increase the bonding relationship between dogs and their owners.
“A masterpiece ad”
“A heartwarming experiment”
“We never knew we needed this, now we can’t stop listening to it”
“The soundtrack of a dog’s joy”
“That’s pawsome”
+960%
in searches for Pedigree® treats
google.com
327M
impressions
390,422
streaming royalties donated to dog shelters
Most successful organic content
in Pedigree®  history
15.6 M views
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