140 BBDO and Ninjas For Hire made this interactive emailer sent out to Pedigree’s database as part of the brand’s 2012 relaunch plan.
How it works:
All dogs have their itchy spot, and everyone knows what happens when you scratch it. We used this creative layer within the normally static environment, to announce that Pedigree is still for dogs and is back on the market. By scrolling your mouse wheel up and down (a scratching motion), the Pedigree dog shows its happiness with distinctive leg twitching.
You’ll have to try it for yourself over here for the full effect though.
Credits:
Johann Schwella – Information Architect
Johann Schwella – Copywriter
Mike Pearson – Copywriter
Daneel Malgas – Art Director
Dirk Agenbag – Art Director
Gerhard Du Toit – Programmer
Justin Zwart – Programmer
Alexis Beckett – Creative Director
Ivan Johnson – Executive Creative Director
9 Comments
looks like it has a flea problem
Awesome use of a traditionally boring medium. Nice work.
nice one
trying hard hey
Hey guys, the link from your boards into the mailer isn’t working. Keep getting error 404.
A bit more tail wagging and less foot tapping might have helped. It does look a bit like a flea problem. but interesting idea.
We’ve fixed the link in on the page. The right hand side image does work exactly the same though.
Yea – I agree with G. Nice idea & lovely execution in an often very stayed media format.. BUT would have been cooler if it was the tail wagging rather than the foot scratching to get rid of fleas.
We tried the tail first actually but on such a flat 2D environment it just wasn’t possible to get it to look right, even after trying it in various perspectives. Also the “scratching” motion you make with your mouse wheel to scroll just made more sense for an execution like this.
Thanks for the feedback.