Campaign Summary
Mars/Pedigree needed to launch a new brand of dog treats in Canada. Misfits was a brand of treat created and flavoured toward the silly side of dogs. The quirky ones, the ugly ones, and even the weird ones with underbites. We knew we needed something unconventional to help cut through this market, so we created a gif dance party – an online experience with the advertising baked in.

Agency: Proximity Canada
Senior Art Directors: Jon MacArthur, Martin Szolomanyi
Senior Copywriter: Ed Malyon
Art Director: Bryan Howarth
CD: Rene Rouleau
ECD: Jon Finkelstein
Producers: Erin Segal / Kristie Filippopoulos
Developers: Alex Staudt, Proximity Canada
Production: Asylum Artists
Online: The Juggernaut

2015 FAB Awards – Online Advertising, User Generated Content
|2015 Promo Awards – Best Activity Generating Brand Volume
2015 Caples – Finalist
Case Study
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