Petco unveiled a timely mental health campaign, which includes this spot entitled “What Now?” Created by Droga5 NY, this work marks the latest chapter in the brand’s “It’s What We’d Want If We Were Pets” platform and couldn’t come at a more critical moment as all pets–including the more than 11 million new furry friends that came into our homes during the pandemic—are experiencing a dramatic shift in family routines as kids return to school and pet parents spend more time away from home.
The hero film shows a human pet owner experiencing what his dog is going through left alone at home during this time. The goal is to awaken pet parents to the mental health needs of their pets during this transition. Directed by David Shafei via production company World War Seven, the film explores the separation and social anxiety issues that could arise if a proper plan isn’t put in place. Our pets have been there for us through one of the toughest times in recent history. Now, it’s our turn to be there for them.
With 68% of American households being pet parents, and many new pets adopted during the pandemic, the film points households online to Petco’s free four-week mental health training guide to help them prepare. Designed in collaboration with Petco’s Pet Wellness Council, this new guide aims to educate and equip pet parents with the knowledge and tools they need to put their pet’s mental health top-of-mind during this transition.
Credits
Client Petco Agency Droga5 New York Tim Gordon, Felix Richter, co-chief creative officers; Scott Bell, executive creative director; George McQueen, Tom McQueen, creative directors; Richard Langhorne, Chase Kimball, sr. copywriters; Zach Madrigal, Jesse Brown, sr. art directors; Nate Scott, executive design director; Lia Sfiligoj, sr. designer; Dave Stephenson, executive producer, film; Volney Guzman, sr. producer, film; Lindsay Squires, associate producer; Michael Ladman, sr. music supervisor; Harry Roman-Torres, chief brand strategy officer; Tom Haslow, group strategy director; Kaveri Gautam, strategy director; Justin Schneider, group communications strategy director; Molly Klein, communications strategist. Production Company World War Seven David Shafei, partner/director; Josh Ferrazzano, exec producer; Megan Pfaffenroth, head of production; Michael Mitchel, line producer. Editorial Arcade Dave Anderson, editor; Sam Barden, cutting assistant; Drew Neuhart, assistant editor; Alexandra Leal-Allen, post producer; Sila Soyer, exec producer. Postproduction Parliament Music Mr. Pape Ben McAvoy, composer; Brandy Ricker, music supervisor (freelance). Audio Heard City Evan Mangiamele, mixer; Sasha Awn, exec producer. Color Company 3 Tim Masick, colorist; Kevin Breheny, color producer.
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
