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Embark

Strengthen the Bond

Embark is a dog DNA testing company that helps owners understand their dog’s breed makeup

and genetic traits, using advanced science to support healthier, better-informed care.

PROBLEM

Many dog owners saw the kit as expensive and didn’t fully understand the benefits of knowing their dog’s genetic traits, health risks and breed makeup.

SOLUTION

We repositioned Embark from a science product to

an emotional investment, clearly showing why deeper understanding and long-term care justify the cost.

OUTCOME

The campaign outperformed all previous efforts, established Embark as the category leader, and clearly set it apart from, ahem, the rest of the pack.

EXECUTION

Broadcast
Video
Digital
Social
Packaging

Dogs are family too.

Think of the silly little voice we all use when speaking to pets. Why do we do it? Because dogs are awesome, and we'd do absolutely anything for these furry little morons. And they're worth it. We tapped into that deep, often irrational, love with this campaign.

We had the rational side covered. Embark uses science—lots of science that we’re definitely not smart enough to explain—to compare your dog’s DNA to over 350 breeds, using more than 230,000 genetic markers. Which is a lot. But once the results are in, it’ll help you better understand what makes your dog, your dog.

:30 "Family Reunion"

:30 "Royalty"

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Know your dog inside out.

In anticipation of one of the year's biggest releases, we helped Embark launch a partnership with Disney/Pixar by highlighting the joys of dog ownership and creating a campaign centered on people making core memories with their dogs. We worked directly with Pixar on a spot highlighting the exciting collaboration.

We also held a sweepstakes that sent the lucky winners
to the Inside Out 2 premiere in LA.