Droga5 NY has launched a campaign for Kaytee, a Central Garden & Pet brand. The centerpiece of the campaign is this mockumentary called Small in Show featuring celebrity, comedian, and animal enthusiast Rainn Wilson.
The film introduces us to Wilson and his pet guinea pig Kenneth. Wilson is entering Kenneth into the Westminster Kennel Club Dog Show–all in an effort to give a bigger stage to small animals.
As a brand in small pet nutrition and products and an expert in small animals and birds for more than 150 years,
Directed by Nick & Charles via production company m ss ng p eces, Kaytee’s five-minute documentary features Wilson meeting a dog show trainer, a dog show stylist and a veterinarian to get his guinea pig in the show. The film closes with Wilson creating his own “Small in Show” competition, the first-ever celebration of small animals and birds.
Tara Lawall, executive creative director, Droga5 NY, said, “The ‘All for the Small’ platform aims to champion small animals in a relentless and unapologetic way. This idea came from a simple insight that dogs and cats get all the love, but when it comes to small pets, they don’t get the credit they deserve. We wanted to figure out how to give small animals a moment on the big stage and there is no bigger stage for pets than the Westminster Dog Show. Rainn Wilson was the perfect choice to bring this campaign to life, being a proud pet owner of two guinea pigs (as well as a farm filled with rescue animals, including a zonkey).”
Credits
Client Kaytee Agency Droga5 NY Scott Bell, chief creative officer; Tara Lawall, executive creative director; Nicholas Bauman, Bastien Grisolet, creative directors; Blake Morris, sr. copywriter; Josh Harris, Ethan Bennett, sr. art directors; Ted Pedro, art director; Ross Norton, copywriter; Jesse Brihn, co-head of film and content; Ange Ong, sr. film producer; Michael Ladman, sr. music suervisor; Brandy Ricker, Brad Nayman, music supervisors; Colleen Leddy, chief engagement officer; Kat Rucco, gropu communications strategy director; Emily Steven, Julia Agger, communications strategy directors; Emily Banasynski, sr. communications strategists; Andy Littlewood, chief knowledge officer; Anthony Khaykin, group data strategy director; Caroline May, sr. data strategist; Erik Smith, data strategist; Keir Moreano, group strategy director; Justin Engel, brand strategy director. Production Company m ss ng p eces Nick & Charles, director; Guillermo Navarro, DP; Brian Latt, managing partner; Edward Grann, exec producer; Rebecca Davis, head of production; Julie Lee, line producer; Sarah Kugelmass, production designer. Editorial Work Editorial Anne Perri, editor; Fatos Marishta, assistant editor; Victor Medina, producer; Chris Delarenal, head of production; Alejandra Alarcon, exec producer; Erica Thompson, U.S. managing director. Telecine Company 3 Nick Metcalf, colorist; Julia Paskert, Katie Andrews, color producers. Post/VFX Method Julia Paskert, exec producer; Kristin Engdahl, Jen Doyle, VFX producers; Rob Walker, creative director; Mark Popham, Patrice Langue, Flame artists; Trevor Brashich, assist. Music Music Box Licensing Paul Amos, composer; Will Bangs, creative director. Music Citizen Music Song: “Always Discovering Away” Audio Post/Sound Design Sonic Union Joe O’Connell, sound designer/mix engineer; Dan Arnes, Alex Thiel, assistant engineers; Patrick Sullivan, head of production
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
