IAMS Provides AI Tool For Pet Wanters

The IAMS™ brand, proudly part of the Mars family of brands, has launched ‘I Want a Puppy/Kitten Studios’. IAMS™ is one of the first companies to use Google’s Veo 2 video generation model and is using it to put everyday Canadians in the director’s chair.

Making slideshows a thing of the past, IAMS™ is helping Canadians create personalized and cinematic 60-second films that could convince someone in their life to open their home to a new puppy or kitten—roommates, parents, a significant other, and even the pets they might already have—that it’s time for one more member of the household.

“From elaborate slideshow presentations to songs and grand gestures, we know the lengths that prospective pet parents go to when pitching the idea of a new pet,” says Animesh Kumar, Marketing Director, Mars Pet Nutrition Canada.

"Our team wanted to create ‘I Want a Puppy/Kitten Studios’ to help turn the aspiration of owning a pet into a reality for even more households across Canada. More importantly, we’re excited to bring the benefits of pet ownership to even more pet-loving homes across the country.”

The realization of the IAMS™ campaign was facilitated by Mars' long-standing Global partnership with Google Ads and Google Cloud. The state-of-the-art tool produces stunning high-quality films that look and feel real, by allowing users to customize content with details including species (dog or cat), breed, intended name, as well as tailor the message to the aspiring pet parent’s intended audience.

The sophisticated AI tool understands real-world physics and movement, making the dream of owning a new pet feel like reality. All of this is done within minutes, so prospective pet parents can spend less time on elaborate pitches, and more time preparing for the new addition to their family.

“All of us have experienced that 'I want a pet' feeling - or been subjected to some gentle pressure from a loved one to add a furry family member to the household,” said Ant Nelson & Mike Sutherland, adam&eveDDB Chief Creative Officers. “By partnering IAMS with Google, and its cutting edge Veo 2 AI technology, we're helping animal lovers create blockbuster movie-style pitches to help encourage that 'yes!' moment and make pet dreams a reality."

To launch ‘I Want a Puppy/Kitten Studios’, the IAMS™ brand helped one lucky person “pawpose” to his significant other before a recent game featuring Canada’s favorite basketball team. His personalized video played on the Jumbotron for nearly 20,000 spectators and featured the puppy his girlfriend had been dreaming about. Fans joined in the celebration when she said “yes!”

To experience ‘I Want a Puppy/Kitten Studios,’ visit https://www.iams.ca/en-ca/puppykittenstudios. To learn more about the IAMS brand, visit IAMS.ca or follow the IAMS™ brand on social media.

Credits:

Client: Mars Petcare

Brand: IAMS

Project/Campaign Name: I Want a Puppy / Kitten Studios

First Air Date: 10

th April

Client: Mars Petcare

IAMS Global Brand Director: Edwin Padilla

Mars Pet Nutrition Canada Marketing Director: Animesh Kumar

MPN Canada Corporate Affairs Head: Samantha Rose

IAMS Global Marketing Manager: Olivia Chlasta

MPN Canada Portfolio Lead: Kate Wallace

MPN Canada IAMS Brand Manager: Christian Philips

MPN Canada Digital Product & Marketing Manager: Shubham Ranjan

MPN Canada Integrated Comms & Media Sr. Manager: Sherry Xie

MPN North America Legal Counsel, Marketing Properties, and Regulatory Affairs: Jonathan Stitt,

Caitlin Smith, Robert Mayers, Jesse Fenton, Jonathan Crider

Mars Global Media: Alicia Wieburg, Lauren Trach

Mars Global Pet Nutrition Corporate Affairs: Nicole Serr

Creative agency: adam&eveDDB

Creative Director: Paul Knott

Chief Creative Officer: Ant Nelson, Mike Sutherland, Rick Brim

Social creative: Phoebe Wright, Matthew Osborne

Creatives: Callum McDonald, Charlotte Upton

Chief Executive Officer: Miranda Hipwell

Chief Experience Officer: Simon Adamson

Experience Strategy Director: Emma Jane Hornsby

Senior Experience Designer: Jeremy Gardiner

Joint Head of Integrated Production: Sally Pritchett

Digital Producer: Frazer Hurrell

Producer: Jessica Middleton

Chief Strategy Officer: Martin Beverley

Head of Planning: Stuart Williams

Strategy Director: Shadi Sarreshtehdarzadeh

Planner: Lucy Wilson

Business Director: Stephanie Taylor

Managing Partner: Charlotte Cook

Account Director: Sarah Hill, Sophie Kelting

Account Executive: Jude Green

Project Management: Lucy Morcas-Wilkin, Rasha Noronha

Senior Legal Counsel: Tom Campbell

General Legal Counsel: Candice Macleod

Business affairs:

Design: King Henry

Editing company: adam&eveStudios

Music: Leland Music

Audio postproduction: Sine

Application Development Service Provider: EPAM Systems, Inc.

Director, ML Consulting and Technical Product Management: Vitali Sizou

Sr. Director, Marketing Consulting: Liz Salway

ML Lead Analyst: Sergei Rogovenko

ML Architect: Vitaliy Zhhuta

UX Designer: Davit Tigranyan

ML DevOps, GCP: Liubomyr Svyshchuk

Back-End Engineering Lead: Ivan Timoshenko

Back-End Engineering Lead: Tim Liakhor

Back-End Engineer: Aleksandr Kravchenko, Yan Zhurych

Front-End Engineer: Aliaksandr Baryskin, Serhiy Demchuk

QA Lead: Hanna Akanishnikava

QA Engineer: Natalia Volchenkova, Anna Shkarban, Vladyslav Selivanov

Director, Account Management: Peter Bagrovets

Media Company: EssenceMediacom

VP, Client Leadership: Kwesi Holder

Account Lead: Ravi Rana

Strategy Director: Sam Fairburn

Strategist: Nelly Al-Fayed

Digital Associate Director: Tammie-Kaye Gregory

Senior Media Planner: Juhita Edvankar

Associate Account Manager, Social: Archit Chhabria

Senior Programmatic Manager: Kshamta Gulati

Digital Investment Negotiator: Kseniia Kharchevnykova

PR Company: Weber Shandwick

Account & Creative Oversight: Melissa Graham

Account Lead: Dana Frank

Integrated Media Strategy Lead: Alana Lipton

ECD: Ben Pobjoy

Operations Lead: Megen Anderson

Director, Integrated Media: Kimia Moslemi

Director, Integrated Media: Stephanie Magnan

Senior Manager, Integrated Media: Brittany Tam

Manager, Influence: Scarlet Schmetter

Senior Associate, Influence: Taya Lafontaine

Senior Associate, Media Relations: Saij Byfield

Senior Associate, Media Relations: Antonia Moga

Creative: Rhys Ker

Google Cloud Platform

Head of CPG Partnerships: Laura Riegert

Mars Partnership Lead: Ian O”Donnell

Mars Google Cloud Principal Architect: Sheetal Desai

Advanced Cloud Solutions for Data and AI: Taige Eoff

Cloud AI Activation Lead: Bernie Milan

Google Advertising

Global Mars Partnership Lead: Alana Kern

Global Mars Partnership: Brian Lucero