Rover, Keyani Stewart

Brand Campaign · April 2026

Rover "They Told Me to Tell You"

Pet-Perspective Campaign, We Get Pets

Art Directors

Keyani Stewart · Ailee Lozano

Deliverables

Print · Social · Guerrilla · Experiential

Date

April 2026

The Foundation

Insight & Big Idea

Pet owners treat their pets like family, but they can only guess what their pets are thinking. The stronger the bond, the more they wish they could understand them. Rover already speaks their language. The campaign's job was to prove it.

The Insight

Your pet has a lot to say

Pet owners aged 25 to 45 who treat their pets like family members spend more time decoding their pet's behavior than anything else. They wish they knew exactly what their dog was thinking, and they'd trust anyone who did.

The Big Idea

They told me to tell you

We shifted the narrative from "pet sitting" to a deeper understanding of a pet's individual soul. Rover isn't just a platform, it's the only service that truly speaks your pet's language. The campaign gives pets a voice, and makes Rover their trusted translator.

Print Ads

Three Executions

Each print ad is written from the pet's perspective, their demands, complaints, and official notices, with Rover serving as the understanding intermediary. The tone is warm, witty, and deeply on-brand.

Some Pets Are Specific

He told me to tell you… walks MUST follow the usual sniff route

They've Filed a Complaint

Ball throwing is never finished. More belly rubs now.

Consider This an Official Notice

Petition: Increased treats. Signed, Milo, Mittens, Bubbles, Princess

Social Media

"Rover Texts"

Short social spots built around a text message thread between pet owner and Rover sitter, written entirely from the pet's point of view. Each video captures a real pet personality: demanding, dramatic, and hilariously specific.

Guerrilla Marketing

"Green Paw Print System"

Bold, Rover-green paw prints stamped at dog parks, fire hydrants, coffee shops, and apartment building entrances across the city. Each print carries a "violation report" written from the pet's perspective, reclaiming the sidewalk as their personal territory.

Green paw print, Crumb opportunity missed

Green paw print, Squirrel pursuit interrupted

Each paw print functions as a hyperlocal, pet-perspective message, specific to the location where it's placed. Outside a café: "Crumb opportunity missed." Near a park: "Squirrel pursuit interrupted." They're shareable, location-tagged, and impossible to walk past without stopping. Rover-green ensures instant brand recognition.

Experiential

Paw Print Mural Activation

A live activation at dog-friendly festivals where owners help their pets "sign" a Rover-green mural using pet-safe ink. As the wall fills with unique prints and names, it becomes a high-energy community monument and the perfect photo op.

Every print is unique. Every name is real. The wall grows into a shareable, real-time experience that proves every pet has a voice, and that Rover understands each one. Participants receive Rover-branded bandanas for their dogs, turning the experience into street-level brand presence that walks out of the event on four legs.