Alchemy One partners with dog food brand Lyka for campaign launch
Dog food brand, Lyka, is releasing its first-ever campaign and TVC – ‘For Dogs’ – with help from Alchemy One.
The announcement:
With the majority of dogs in Australia living off highly-processed kibble, this campaign presents Aussies with a fresh idea: Dogs are desperately craving real food. In the spot, director Stef Smith from Photoplay creates a world that makes dog people feel at home, with vibrant characters, playful moments, and of course, tons of dogs.
Analise Burwood, creative director at Lyka, says: “At the heart of this campaign is Lyka’s and all of our team’s obsession for dogs; 15 good boys and girls, including Lyka herself. As Lyka’s first TV campaign, we wanted our platform to reflect our mission: dogs deserve longer, healthier lives. We’ve grown complacent with the processed food we give them, and it’s time for a change. We’re asking dog owners to rethink what’s best for our best friends.”
Media agency Alchemy One has worked with Lyka to launch the campaign strategically through a multi-channel approach. Starting on linear TV and BVOD and amplified across outdoor, social, and YouTube, the campaign will feature key placements in Sydney, Melbourne, and Brisbane.
“We’re thrilled to be collaborating with Lyka to launch this campaign, which was borne out of a shared belief in the power of brand advertising to build credibility, drive awareness, and inspire action. Working with the Lyka team, who are collaborative and data-driven, has allowed us to craft a strategic, creative, and impactful plan. Together, we’re on a mission to embed Lyka’s message in the hearts of Australians: dogs deserve longer, healthier lives. We can’t wait to see how this campaign resonates and elevates Lyka’s mission,” says Cara Sayer-Bourne, business director at Alchemy One.
CREDITS
Lyka
Head of Marketing: Ben Lemon
Creative Director: Analise Burwood
Brand Director: Cassandra Do Carmo
Design Director: Cindy Erlina
Senior Creative Copywriter: Josephine Branscomb
Senior Creative Producer: Emily Green
Social Media Manager: April Gore
TVC Production Credits
Director: Stef Smith
Production Company: Photoplay Films
Executive Producer: Emma Thompson
Senior Producer: Bonnie Fay
DOP: Kieran Fowler
Art Director: Alicia Clements
Animal Wrangler: Suzanne Richards @ Action Animals
Casting Director: Daisy Hicks
Editor: Lily Davis @ The Editors
Colourist: Fergus Rotherham
Music Composer: Jonny Higgins
Sound Design: Sonar Music
OOH Production Credits
Photographer: Cole Bennetts
Retoucher: Elise Healy @ Colour Cartel
Finished Artwork Designer: Lizzie Wood
Post Producer: Maddison Costello
MEDIA: ALCHEMY ONE
Managing Partner: Huong Nguyen
Group Strategy Director: Paul Scarf
Business Director: Cara Sayer-Bourne
Source: Alchemy One
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