We teamed up with the Radio Polish Orchestra to create the most unpredictable symphonies, using dogs' tails to conduct the orchestra.

First, we wrote symphonies based on dogs’ personalities, then studied how the orientation of a dog’s wagging tail corresponds to different emotions and rearranged the orchestra's traditional layout to match these emotions. The dogs were presented with different stimuli, and the musicians followed their tails… The result was an album, available on all audio platforms, vinyl, etc.

Through music, we proved how much dogs love Pedigree treats and how dogs bring out the good in all of us.

Treats are one of the best ways to show love to a dog, but not everyone knows this. So, how do we show people the happiness a Pedigree Treat can give to their dog?

Real studies proved that dogs’ wagging tails can express exactly what they’re feeling, and we needed to take advantage of this, using those tails to create something that everyone can understand: music. We used the dogs' tails as the orchestra’s conductor's baton and created the most unpredictable symphonies. The results proved that whenever a Pedigree Treat was shown to the dogs, they created and directed happier and higher songs than when they were presented with other stimuli.

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. Different stimuli were presented to them to catch their tail reactions and turn them into music. You’ll see musicians struggling and learning how to follow the new baton and dogs directing them in a chaotic and funny way.

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.

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The Pedigree® brand is well known for its highest-selling treat product, Pedigree Dentastix. But in recent years, the Pedigree treat portfolio has expanded, and many consumers are unaware of the wide variety of treats that they could share with their dogs. So how do we show people the happiness all Pedigree Treat can give to their dogs?

Real studies proved that dogs’ wagging tails can express exactly what they’re feeling, and we needed to take advantage of this, using those tails to create something that everyone can understand: music. We used the dogs' tails as the orchestra’s conductor baton and created the most unpredictable symphonies. The results proved that whenever a Pedigree Treat was shown to the dogs, they created and directed happier and higher songs than when they were presented with other stimuli.

Pedigree successfully proved that experiencing the joy of our dogs receiving a treat through a grand orchestra performance was engaging and enticing for consumers. In just over a week, the brand was able to generate 15.6MM organic social views of the long-form content and becamethe most successful organic content on Pedigree’s history, sharing the joy with dog parents worldwide and changing their perception of Pedigree treats. It also reach +960% searches for Pedigree treats in Google. In the same time frame, we generated over 390K streaming royalties donations on our audio platforms and more than 325K impressions.

Have you ever listened to or seen an orchestra conducted by dogs tails? Well… this work did it for the first time, and it also rearranged an entire orchestra layout based on studies that found the dogs’ wagging tail direction expressed difference emotions.

We used the dogs' tails as the orchestra’s conductor baton and created the most unpredictable symphonies. The results proved that whenever a Pedigree Treat was shown to the dogs, they created and directed happier and higher songs than when they were presented with other stimuli. The songs became albums on all audio platforms, vinyls, and ambient music in pet shops, dog parks, and 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.