Tail Orchestra

Quando um cachorro abana o rabo, é um claro sinal de alegria e entusiasmo. Com base nesse fato, a marca de rações para pets Pedigree e a BBDO de Nova York tiveram a ideia de utilizar esse movimento e traduzi-lo em música, com a campanha "Tail Orchestra".

Agência e anunciante transformaram caudas de cachorro em regentes, em um experimento captado ao vivo na Orquestra da Rádio Polonesa.

A iniciativa se transformou em filme (assista abaixo), que mostra cães recebendo diferentes estímulos - como guloseimas - para gerar diversas reações.

Os instrumentistas compartilham suas experiências de serem conduzidos pelos animais, baseando a energia nos movimentos mais rápidos das caudas e suavizando a música quando o rabo do cachorro abaixa.

Após o experimento, a Pedigree lançou um álbum completo com 10 faixas no Spotify, com o nome da campanha (ouça aqui), incluindo canções intituladas de acordo com os diferentes estímulos mostrados aos cães durante as sessões, como "Toothbrush", "Squirrel Toy" e "Grill".

Na ficha técnica estão os brasileiros Luiz Sanches (chairman/chief creative officer), Marcelo Nogueira (executive creative director), Breno Balbino (creative director) e Luz Arroyo (associate creative director).

Ficha Técnica:

AGENCY/BBDO:
David Lubars : Chairman/ Chief Creative Officer
Luiz Sanches : Chairman/Chief Creative Officer
Matt Macdonald : Chief Creative Officer
Peter Kain : Executive Creative Director
Marcelo Nogueira : Executive Creative Director
Breno Balbino : Creative Director
Luz Arroyo : Associate Creative Director
Mark Lester : Project Director
Alex Gianni : EVP Director of Production
Becky Burkhard : Group Executive Producer
Esther Lee : Producer
Kathleen Bannon : Business Affairs Manager
Julia Millison : Senior Music Producer
Joshua Steinman : EVP, Senior Director
Caitlyn Norling : SVP, Account Director
Divya Joseph : Account Manager
Vanessa Romann : EVP Strategic Planning
Nicole Parker : Strategy Director
Thomas Freeman : Senior Planner
Enda Conway : SVP Group Director, Connections Planning
Derek Zimmerman : VP Marketing Director, Marketing Science
Christina Albert : Global Deployment Supervisor
Diana Lichtenstein : Global Deployment Executive

Mars PetCare:
Jean-Paul Jansen : Chief Marketing Officer North America, Mars
Elizabeth Barrett : North America Marketing VP, Pedigree
Lindsay Smith : Brand Manager, Pedigree
Ryan Cummings : Assistant Brand Manager, Pedigree C&T

Editorial: FCNY
BettyJo Moore : Editor
Kaylin Smida : Assistant Editor
Wade Weliever : Senior Producer
Penny Ensley : Head of Production
Sarah Roebuck : Executive Producer
Justin Brukman : US Managing Director

Mix/Sound Design:
Machine

Color:
Alex Jimenez : Color Collective, colorist

B-Reel Films:
Aaron Tao : Director
Winston Tao : Director
Michael McQuhae : Managing Director/Executive Producer
Tim Kerrison : Line Producer

The Film Place:
Grazyna Bastek : Service Producer
Tomek Krzywicki : Production Manager
Michal Piss : 1st AD
Monika Sajko : Production Designer

Music:
Supreme Music

MCA:
Nacho Londono : Production Consultant
Carolyn Humbertson-Frank : Content Strategy Manager