Pets are People, Too
These days, people treat their pets as well as they treat their people. Or better. But when it's time to eat, they treat them like dogs; feeding them poor quality pet food that causes common side effects like itching and hair loss. By using our target’s typical behavior of humanizing their pets as inspiration, we communicated a powerful message, in an unforgettable way.
Creating empathy and a smirk at the same time.
It was our goal to make people really think about what they feed their pets. But we didn't want it to be off-putting. It had to be uncomfortable and satisfying, itchy and charming and funny all at the same time. Which made choosing the right cast of characters hugely important.
Art Direction
We created a distinct style to our sets that embraced the quirk of the brand. This helped disarm our viewer, and also communicate the level of love and dedication our pet parents have for their pets. From custom wallpaper to family portraits, Elizabethan Cats to Bulldog Rembrandts, our sets subtly screamed obsessed pet family. If subtly screaming is a thing.
Director: Elizabeth Orne
CD/Art: Rob Lewis
CD/Copy: Brock Johnson