Creating Thought Leadership in a Growing Category

The pet care category is one that is in desperate need of a refresh and thought leadership. With the rise of pet ownership growing in the last ten years, and even moreso during the pandemic, the creative executed in the category has missed a fundamental truth with millennials and gen z, pets are the new kids.

In order to separate Whistle, a pet health and gps monitor, from their competitors, we set out to create a campaign that championed humor and modern design sensibilities, while centering the questions and concerns we ask ourselves, one another, and google every day about our pets.

With a campaign that spanned OOH, DOOH, social, connected TV, and pre-roll, we were able to grow Whistle’s market share while creating brand affinity amongst Whistle’s target demographic.