Put yourself in your pet’s shoes and you can get a leg up on your dog, cat or other animal kingdom companion’s health and wellness. That’s the premise of the “It’s What We’d Want If We Were Pets” campaign for Petco devised by Droga5 New York.
This hero film in the campaign, “Cocktail Party,” positions Petco as the health and wellness company for pets. Directed by Harold Einstein of production house Dummy, the piece has people personifying pets. They discuss their greater wants and needs and the Petco offerings that help them achieve the same level of care that you’d expect for yourself. The absurdity comes from thinking you’re watching a man or a woman talking about their needs–until you realize that you haven’t been watching a human. You’ve been watching and listening to a dog, a cat or a fish. And when that moment hits, everything that came before it becomes funny. Laughter after all can also help one maintain health and wellness.
Credits
Client Petco Agency Droga5 NY Tim Gordon, Felix Richter, co-chief creative officers; Scott Bell, executive creative director; George McQueen, Tom McQueen, creative directors; Bernardo Gonzalez, associate creative director; Chase Kimball, sr. copywriter; Jesse Brown, sr. art director; Tasha Cronin, director of interactive production; Craig Wong, group experience design director; Rich Greco, executive design director; Jeremy Zerbe, sr. design content writer; Daniel Seong, Adrian Koenigsberg, designers; Dave Stephenson, executive producer, film; Lindsay Squires, associate producer; Michael Ladman, sr. music supervisor; George Bennett, head of experience strategy; Sarah Garman, Tom Haslow, group strategy directors; Kaveri Guatam, strategy director. Production Company Dummy Harold Einstein, director; Michael Kanter, exec producer. Editorial Arcade Dave Anderson, editor; Sila Soyer, partner/exec producer; Ellen Lavery, producer. Postproduction The Mill John Leonti, VFX supervisor; Anastasia Von Rahl, exec producer. Color Company 3 Tim Masick, colorist. Animal Safety American Human Society Aiesha Colvin; animal safety representative; Susan H. Jackson, sr. advisor. Music Found Objects Track Title: “Classy Affair”; Trevor Gureckis, Jay Wadley, exec creative directors; Ben Marshall, creative director; Adam Weiss, creative; Jennie Armon, exec producer; Matt Nelson, head of production; Katt Matt, Nick Chomowicz, producers; Agatha Lee, associate music producer. Audio Post Heard City Evan Mangiamele, mixer
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
