Greenies saw an opportunity to build on their doggie dental treat cult status with the development of dog food that’s both healthy and delicious. They developed two new products to integrate into main meal occasions, and tasked us with creating awareness and excitement around the launch.

Looking at Amazon customer data, we found that their target audience, genzennial pet parents, are constantly trying to predict their pets’ needs given all the time, planning, and purchases they make. It’s as if they’re working so hard to read their pets minds. If only they could…

Introducing, Dogs Write Reviews, a campaign that empowered the most trustworthy of customers: the dogs themselves. Using real-time generative AI and Rekognition technology, we created a first-of-its-kind Dog Interpreter that allows customers to scan their dog eating Greenies using the Amazon app and “interpret” their review.

Housed on a custom brand store on Amazon.com, the 360 campaign was surrounded by media drivers from audio, custom content, and display.

Created with: Elana Black (Sr. AD), Zack Barangan (CW), Palak Kapadia (CW), Alec Kunkel (Tech), Maggie Gradala (SM), Cassie Xu (IXD), Joseph Dasaro (Design), Ryan Cunningham (Prod)