Production house Retriever announced the launch of a new international integrated campaign on behalf of Seresto, aimed at offering a hassle-free solution to the age-old problem of flea and tick protection.
The campaign, developed in collaboration with creative agency Organic, consists of live action production of video and still photography content for both the feline and canine product lines, each reframing the flea collar as an enabler of untethered freedom, not a method of restraint. To achieve a carefree ethos, Organic developed a creative concept requiring executional expertise in working with pets, leading them to Retriever to bring the campaign to life.
“The campaign needed to convey a sense of naturalness and ease in juxtaposition with some tricky pet talent scenarios, like placing a dog in a sidecar or directing a cat climbing in a tree,” said producer Dominic Chiodi at Organic. “We also needed settings that could be readily understood as authentic in nearly any part of Europe and other international markets.”
Retriever co-owner and director Jon Michael Ryan and photographer Grace Chon spearheaded a fully integrated, three-day shoot in the picturesque English countryside. Careful casting ensured that the animals exhibited natural chemistry with human talent on camera. Prior to the shoot, the human actors met with the animals for a “sniff-and-greet,” fostering a rapport that translated seamlessly on screen.
“Since Grace and I have worked together many times, that familiarity allowed us to anticipate each other’s needs with confidence,” said Ryan. “Outdoor shoots with animals are high-stakes – there are too many variables to be left to chance. Grace and I have complete trust in each other on set, which helps ensure that we maximize time and budget to get the best possible outcome.”
The result is a charming campaign filled with heartwarming on-screen chemistry between actors and animals that can be deployed in practically any international market. The team produced a full-scope library of assets to be used in TV spots, social media, print, retail, and Out-Of-Home.
The campaign is now live in France, Italy, Poland, the UK and western Europe.
About Retriever
Retriever is a multi-faceted creative production company that offers a roster of multi-hyphenate creatives with expertise in motion, photography, integrated production and post-production. More about the company at www.heyretriever.com.
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Doe-Anderson Hires Marianne Newton as New VP, Director of Integrated Production
Full service ad agency Doe-Anderson has hired Marianne Newton as Vice President, Director of Integrated Production. Newton previously worked at DDB, mcgarrybowen and GSD&M and has freelanced at agencies Highdive, McCann, FCB and Dentsu, among others.
Doe-Anderson President and Chief Creative Officer Leyla Touma Dailey, who first met Newton when they were both based in Chicago, commented, “Marianne has been an incredible asset on many of our projects, including our work for Maker’s Mark and the Georgia Aquarium. Having her officially join us full-time feels like she’s coming home. Her energy and expertise make her an amazing fit for our thriving culture at Doe-Anderson.”
Newton has a rich background as an integrated producer, having led teams through strategic brand campaigns across all platforms both nationally and internationally. Her extensive production experience has taken her as far and wide - from Australia and New Zealand to South Africa and South America. She has helped create award-winning work with recognition from Cannes Lions, D&AD, One Show, Clio’s, Addy’s and Effie’s.
As to what attracted Newton to the opportunity, she added: “I'm thrilled to join Doe-Anderson – I was drawn to the momentum and energy of this independent agency, its people, the culture and the creative leadership of Leyla Touma Dailey."