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Pedigree and Colenso BBDO pamper dogs with new filter app

Dogs can be more adorable than ever thanks to Pedigree’s new selfie set up, in the form of a new SelfieStix app.

Its launch follows the success of SelfieStix, a specially designed clip that lets you attach a Pedigree Dentastix to the top of your smartphone in an effort to get dogs to pay attention to the camera.

The complimentary app, by Colenso creative technologist David Arcus, provides Snapchat style filters for dogs; including police officers, aviators, university graduates, safari explorers and cowboys.  

Canine facial recognition technology and machine learning to track down the dog’s face, enables users to accurately slap on the authentic filters and share their freshly assorted dogs on social media.

Arcus believes that dogs are as entitled to selfie filters as humans, so he made it a reality. 

“People have access to filters, so why not dogs? We looked everywhere for the tech, but it doesn’t exist so – we built it. We trained a network to recognise dog faces by feeding it thousands of images of dogs. Over time, the trained algorithm learned to recognise similar patterns across all the images – the edges of the ears, or the contrasting colours of the nose, for instance. Then whenever the dog looks at the camera, the app places a fun filter on its face.”

The Pedigree SelfieStix app transforms the campaign and activation into a platform that can be refreshed time and time again, with the hope of driving repeat purchase of the Dentastix product.

Compatible with Android and iOS devices, the app is free to download from the App Store and Google Play.

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