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    The Best Work You May Never See: TBWAChiatDay LA Communicates “Pet-to-Pet” For Best Friends Animal Society

    By SHOOTUpdated:No Comments2571 Views

    Best Friends Animal Society, a national animal welfare organization dedicated to ending the killing of dogs and cats in America’s shelters, has collaborated with longtime creative agency partner TBWAChiatDay LA in its new spot titled “Pet-to-Pet” launching across digital platforms.  

    The video features a barking dog adopted from Best Friends communicating the need for help to furry viewers. “Human subtitles” are added to the spot so that people can understand what their pet is being asked to do. The film is breaking the mold of common, emotional animal donation spots. 

    A joint statement by Bruno Acanfora and Ariel Abramovici, creative directors at TBWAChiatDay LA, read, “With COVID-19 sweeping the nation, we wanted to take a different approach to drive donations, especially in the hardest moment to do so. Instead of asking people for support, we asked their pets. We feature a dog “talking” to other dogs and cats at home–it’s what the agency calls a “Pet-to-Pet” ad. We hope this film brings joy to pet lovers and drives donations to an incredible cause.” 

    Originally stemming from the passion of TBWA chairman emeritus, Lee Clow, ChiatDay LA has a long history providing pro bono work for Best Friends. In 2012, the agency designed Best Friends’ No-Kill Los Angeles initiative campaign. Next, TBWAChiatDay reimagined the organization’s call to action from “No More Homeless Pets” to “Save Them All.”  

    Best Friends currently partners with a network of more than 3,000 shelters, rescues, and animal welfare organizations across the country. While COVID-19 initially drove a surge in fosters and adoptions, increasing intake at animal shelters as the pandemic continues is driving the need for donations to help homeless pets.  

    “We are so grateful to the talented team at TBWAChiatDay LA for creating such an inspiring campaign to help us with our goal to make America no-kill by 2025,” said Greta Palmer, chief brand and communications officer for Best Friends Animal Society.  “By engaging the public in such a creative, endearing way, at a time when pets are providing so much comfort to their families, we hope to see even more animal lovers supporting the no-kill movement. Together, we will save them all.”  

    Credits

    Client Best Friends Animal Shelter Amber Ayers, creative director Agency TBWAChiatDay Los Angeles Renato Fernandez, chief creative officer; Ariel Abramovici, creative director/copywriter; Bruno Acanfora, creative director/art director; Bruno Regalo, head of art; Ty Harris, associate content strategist; Diana Crews, director of project management; Anh-Thu Le, director of content production; Renato Jabuka, film director; Joshua Levion, Brandon Loftin, associate producers; Jesse Glenn, production coordinator; Cecilia Albertini, assistant editor. Art/Photography Marcell Hernandes, Flame artist. Music, Mixing & Mastering SOUTH Music & Sound

    Media Type:Commerical: PSA
    ScreenWork Categories:Commercial
    Screenwork Type:Best Work
    Video Tags:TBWAChiatDay



    O2 and VCCP’s faith Agency Scam The Scammers With AI Granny

    Friday, November 15, 2024

    With one in five Brits (22%) experiencing a fraud attempt every single week, telecommunications company O2 and VCCP London’s AI creative agency faith have launched what's billed as a first-of-its-kind campaign to fight back against scammers.

    At the heart of the campaign is Daisy, a lifelike, state-of-the-art, Conversational AI character designed to speak with scammers and keep them on the phone for as long as possible so they have less time to try and scam real people.

    The newest member of O2’s fraud prevention team, Daisy was created using a range of cutting-edge AI technology and is indistinguishable from a real person. Based on a real-life relative of a VCCP employee to ensure total believability, Daisy was built to play on scammers’ own stereotypical views that older people are easier targets for scams. While anyone can be a victim of a scam, criminal fraud gangs often target the elderly, so by leaning into scammers’ own biases, Daisy became the perfect scambaiter.

    Phoney fraudsters--including many posing as some of the UK’s most trusted businesses--thought they’d got their hands on an easy target, but Daisy has been beating them at their own horrible game, answering scam calls and wasting scammers calls as part of an awareness campaign which exposes fraudsters tricks and tactics and offers top tips on how to avoid scammers.

    Daisy is able to interact in real-time ensuring no suspicions are raised on the other end of the line, and has worked 24/7, and over the course of many hours of scam calls she’s told meandering stories of her family, talked at length about her passion for knitting and provided false personal information including made-up bank details.

    O2 and faith worked with leading U.K. scambaiter Jim... Read More

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