DDB Melbourne reveals the secret confessions of Schmackos lovers

The secret life of dogs is not so secret any more. DDB Melbourne has created an online content series of true confessions – true confessions by dogs about the tactics they use to get Schmackos treats from their owners.

Of course, the dogs faces are pixelated so that their anonymity, and their regular treats, are not compromised. But their voices are not – these are part of the fun of the campaign. The pug in tartan is so much funnier because he is a working class Brit. The corgi’s sense of entitlement is so much sharper because of her royal accent.

DDB’s Canine Confessions campaign, which launched online on August 24, is a digital first for Schmackos. It’s deluge of content is appearing on many social platforms, including Facebook, Instagram and YouTube.

Ben Culligan, marketing director Mars Petcare explaned, “Schmackos has always focussed on the fun times you spend with your dog and this campaign is a celebration of the hilarious and creative things our dogs will do for treats.” 

“Creating quality social content, in a pragmatic way, is one of our agency’s strengths,” noted DDB Melbourne creative director, Robbie Brammall.

“For this campaign we shot everything in-house, and then used a programmatic approach to stitch the different executions together. The end result is lots of great entertaining content, They should go down pretty well with dog lovers on social media. I don‘t want this to sound like click-bait, but what they say next will shock you.”

The Terrier (feat Dustbuster)

Tartan Pug

The Afghan


The Golden Retriever

The Corgi

Plus The ShepherdThe Terrier, The Other Pug and The Spaniel


Creative Agency: DDB Melbourne

Chief creative officer: Darren Spiller

Creative director: Robbie Brammall

Creatives: Dan Sparkes, Brett Edward, Edward Heckes, Tessa Midgley, Emily Lau, Anna Stickley & Sophie Beard

Designer: Becky Morris

Head of onscreen: Tuesday Picken

Managing director : Dion Appel

Senior business director: Livia Montalto

Business directors: Luke Osborn & Katie Kouts

Account executive: Jordan Pert


Client: Mars Petcare

Marketing director: Ben Culligan

Marketing manager: Kate Waite

Senior brand manager, Schmackos: Tracy McCrohan

Assistant brand manager, Mars Petcare: Abby Veverka

DDB Melbourne Schmackos 1

Media Planning Agency – MediaCom

Planning director: Adam Russell

Planning manager: Jack Bavin

Media Buying Agency – Starcom


Production company: Sidekick

Director/DoP: Grantley Smith

Executive producer: Tuesday Picken

Producer: John Sandow

2nd Camera: Josh Cameron

Digital production: Tribal DDB Melbourne


Sound: Flagstaff Studios – Paul Le Couteur, Stevo Williams, Brodie Flint

Offline editor:  Marissa Brain & Alex Badham

Online editor: Alex Badham

Animators: Alex Badham, Josh Cameron & Stafford Wilson

Grade: CJ Dobson


Photographer: Hugh Peachy


Special Thanks to Brodie Flint and Justin Conway for voice overs




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