A Web-Based Resume Builder for Dogs. Woof!
Cesar is at the forefront of the push to keep our furry friends with us at work and partnered with BBDO and Tool to create a web based resume builder for our dogs as a way to convince employers that dogs do belong in the office. Woof!
The Covid-19 pandemic kept people at home for quite a while and probably the happiest members of the household because of this were our dogs! Now, as many businesses and workers going back to the office there’s no better time to advocate for dogs in the workplace.
THE EXPERIENCE
Our campaign was centered around a cohesive digital journey with the following goals:
1 - Recruit owners on social to lobby on behalf of their pets with a superfun, social media -quiz-style resume builder.
2 – Spread the dogs’ “resume” far and wide with custom social assets.
3 – Ultimately, persuade companies to adoptdog-friendly policies with actual studies from the Mars Better Cities for Pets initiative.
From these goals, we developed a site experience that drove users from social media to the quiz in the fewest number of clicks possible.
To keep the user moving, we created various animated illustrations of the iconic Western Terrier from Cesar’s branding that follows the user through the different quiz questions. As the user moves from question to question, an animated dog is there to guide and entertain you on your journey.
The resume profile could be shared and a PDF could be easily downloaded and shared with your employer, and the website has a whole gallery where you can browse other dogs’ profiles.
CREATIVE PRODUCTION
We wanted to make the quiz fun, responsive, as well as familiar with other social media quizzes, so we used the tried-and-true slider approach. Each question would use a slider to rate your dog to the specific question. Depending on where on the slider your dog was placed for each question there were skills and attributes that would be transferred to the resume profile.
To keep the user moving, we created various animated illustrations of the iconic Western Terrier from Cesar’s branding that follows the user through the different quiz questions. As the user moves from question to question, an animated dog is there to guide and entertain you on your journey.
TECH APPROACH
The technology was created within a simple React App that utilizes a copy matrix database of information that corresponds to each quiz question.
Similar to other resume profile platforms, we made it simple for people to come to your dog’s profile page and endorse a skill or leave a recommendation. Just more ways to convince employers that our dogs belong at work!
