Pedigree's Smart Dog Jacket Lets Your Pup Post on Facebook

It's All in the Tail, in Campaign via Saatchi & Saatchi

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Social media gives us a peek into the lives of our family, friends and even those we don't give a damn about, but what if our pets could post updates on themselves too?

Saatchi & Saatchi, Madrid, for its client Pedigree, has created "The Posting Tail," a dog vest that allows pups to take pictures and post social media when they're most excited -- with the help of their tails.

The wearable device is outfitted with a Raspberry Pi processor and accelerometer that "read" how happy a dog is by how vigorously he's wagging his tail. When he's truly excited, a signal is sent to a camera that snaps a photo of what's going on around him and then uploads it automatically to the pet's social media account. So through those pictures, you'll be able to see what makes your dog happy--whether it's you, that poodle next door, or (hopefully in the client's case) Pedigree food and treats. The vest also includes a GPS whose data will show you which places make your pet happy.

The product was designed by Espada & Santa Cruz and the demo film was produced out of Garlic. See more info about the Posting Tail on

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Apr 07, 2016
Saatchi & Saatchi Madrid
Chief Creative Officer:
Maxi Itzkoff
Chief Creative Officer:
Mariano Serkin
Creative Director:
Nicolas Diaco
Creative Director:
Ezequiel De Luca
Head of Art:
Gabriel Da-Silva
Head of Art:
Mauricio Duque
Juan Comba
Carmen Mayor
Product Design / Developer:
Espada y Santa Cruz
Production Company:
Executive Producer:
Diego Postigo
Executive Producer:
Alvaro Gorospe
Circle of Sound
Client Contact:
Alberto Cavia
Client Contact:
Maria Herranz
Client Contact:
Julia Manchon
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