Dogs communicate with their humans without words. For this campaign, we decided to do exactly that. But how? Bow-wow?
The Challenge
Green Petfood is a German brand aimed at the mindful dog-owner. Not those who pick dog food by chance, but those who want their canine companions to have the energy to live and explore the city. Their pets should live like them: healthy, responsibly, and in a modern way.
The brand recently refreshed the packaging of its products and faced the challenge: how to create a commercial that stands out from the competition and in a cool, non-intrusive way convinces young urban dwellers that Green Petfood is the best choice for their four-legged friends?
What Did We Do?
We started by identifying what gives dogs the most energy to explore the world. And although we’d like to believe that we—the owners—are first thing in their minds, pets have a different logic. For them, the most important thing is… the bowl. Rustle of the pack, the sound of treats falling and the dog is already by the bowl. No words needed. And that’s exactly how we designed the ad: zero voice-over, no music, only minimal text and characteristic sounds from a dog’s world. It’s the composition of these sounds that play the key role, creating a kind of musical soundtrack.
In the spot we show a day in the life of a dog and its owner—from waking up, through exploring the world together, until the evening return home. We accompany them on an ordinary day, but we hear only the most important moments for dogs: the sniff when the dog smells its favourite food, the rustle of pouring food, the crunch as it eats, the hum of the city in the background of its discovery. The visuals are punctuated by short, strong on-screen words: SNIFF, EAT, EXPLORE, REPEAT. At the end comes the tagline and main message of the campaign: Change starts in a bowl. Because after all, all the energy, vitality and the way our pet’s day looks begins with what goes into their bowl.
To round off the digital campaign, we created a photoshoot with three different dogs and their owners – one of the pairs is the protagonist duo from the commercial. Each photo emphasised what is key for Green Petfood: an energetic dog and its human exploring the world together. The video production and the photo shoot were handled by our production house the GoldenProduction.
We are confident (brushing on being sure) that our spot will not only stand out from the competition and catch the attention of dog-owners, but will also tickle the ears of our pets 😉
