Cannes Lions

PETCARE AND PETFOOD

ARC WORLDWIDE, Chicago / NESTLE / 2008

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Purina knew they couldn’t produce enough content to keep up with the constant demand for pet-related photos, videos, and articles. Concurrently, they noticed that there was plenty of this content already posted online by both amateurs and professionals; the challenge was separating out the good from the mundane. So they created PetCharts -- a daily guide that gathers the best pet-related stuff online at a single destination. Visitors can submit their own content as well as vote for their favorites. A back-end dashboard makes it easy to collect and curate the content and deliver metrics for readership and popularity.

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