DCX Launches First Work For Whistle Health To Provide Preventive Care For Dogs

May. 24, 2022

DCX growth accelerator has created its first advertising campaign for Whistle Health, a new, AI-enabled, data-driven smart device that tracks a dog’s activity, behavior, and wellness. This is also Whistle’s first major advertising campaign. 

The work runs through the end of June—six 15-second verite-style executions are set to a soundtrack of Bossa Nova and correlate with behavior like licking, scratching, eating, drinking, sleeping, or activity. One spot opens on a cute puppy at its dinner bowl when back legs mysteriously lift up until it does a clumsy somersault over the plate. Another moment caught on cam: A bunch of puppies feeding at a bowl while circling it as if they’re starring in a Busby Berkeley musical.

The ad tells how the Whistle device can "Track every lick, scratch and sip" and can alert pet parents of a potential problem. The tagline: “Dog, Understood.”

The creative will run on Connected TV (Hulu, YouTube!); OOH (in Brooklyn, LA, SF); Paid Social, and National digital TV. OOH will include Bus Wraps, NYC Subway ads (animated digital), LINK NYC (animated digital), Buildings (Williamsburg), and a Wallscape (SOMA SF).

Leveraging a vast collection of data, gathered over four years from over 100,000 pets worldwide, Whistle Health has industry-leading AI that can translate every dog's movement into a personalized, holistic wellness index. The result is a first-of-its-kind health device that helps pet parents see what’s actually happening with their dog’s health at all times. When paired with the Whistle app, the device can detect issues and alert pet parents of potential problems like excessive scratching or changes in eating habits, and automatically connect them to a veterinarian through Whistle’s Ask a Vet feature.  

The objective is to create brand awareness and educate people on the functionality and purpose of these smart devices. By translating their pet’s behavior into unprecedented health insights, Whistle reveals better ways to care for the pet parents.

Spencer Baim, Chief Brand Officer, Kinship said:

"We are going through a seismic, generational shift in how Millennials take care of their pets. Their deep desire to understand their dog has now been met with this game-changing device. Our first national brand campaign speaks their language."

 

Whistle Health and other Whistle products are available at www.whistle.com. Kinship and DCX started working together officially in December of 2021.