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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 Comments2591 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



    St. Lukes and Director Neil Gorringe Are “Proud As A Peacock” For Wickes Home Improvement

    Tuesday, December 17, 2024

    Home improvement retailer Wickes unveils its first major brand campaign, which is based on the idea that the DIY giant has everything its customers need to make them feel “as proud as a peacock.”

    It’s the first brand work by creative agency St Luke’s, since winning the account 12 months ago. .

    The TV campaign comprises three 20-second films, all featuring people browsing in a Wickes showroom, choosing designs, and visualizing their new kitchens and the compliments they will receive from their friends and family. The three films--directed by Neil Gorringe via production company MYTHSMYTH--each focus on Wickes’ kitchen ranges, price, and the design and installation help they offer.

    In this film, a man sets the scene by saying to his partner, “You know what your sister is going to say though?” As the woman imagines her sister asking if they’d mind if she got a matching kitchen, feathers fan out behind her back.

    Wickes has built a rich heritage of pride since its launch over 5o years ago. This work marks an evolution of strategy for the brand as it evolves “feel house proud” and introduces its new campaign line “Feel as proud as a peacock”.

    The new campaign anchors it to the brand platform away from the focus on embarrassment, instead honing in on the pride aspect, to reflect the feeling of optimism that accompanies a home improvement project. Phil Spencer, property guru and ambassador for Wickes Kitchens continues to be the voice-over for the campaign.

    “Our campaign reflects the real sense of pride that Wickes’ customers feel after improving their homes,” said Richard Denney, joint chief creative officer at St Luke’s. “Pride and peacocks go hand in hand, and research showed that even younger... Read More

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