Tail Orchestra
Pedigree · 2024
4 awards: Cannes · Clio Awards · D&AD · The One Show
Strategic insight
Dogs' emotional states are already legible in their tails; translating that into music makes the invisible joy of treats visible and shareable to skeptical dog owners who underestimate the breadth of Pedigree's portfolio.
The Format
Converting dog tail wags into live orchestra conducting performance, then releasing the symphonies as streaming albums, vinyl, and ambient tracks in pet shops and parks. The format itself—not animation or metaphor, but real-time tail data driving actual musicians—becomes the proof point.
Earned Reach
15.6 million organic social views of long-form content in one week, becoming Pedigree's most successful organic content on record. Search volume for Pedigree treats surged 960% on Google; 390K streaming royalty donations and 325K impressions across audio platforms.
