Howatson+Co launches new brand platform for Petbarn
Petbarn is seeing the world through the eyes of pets, with a new brand platform created by its creative agency of record, Howatson+Company.
The ‘Pet’s Love Petbarn’ campaign is the second major work created for Petbarn by H+C, which launched its partnership with the pet retailer with a AW22 fashion campaign in April.
launches across every part of the business, across all customer, retail and advertising channels – even forming the basis of team recruitment.
Other assets:
Bad breath 30″: https://vimeo.com/770573257/9f3f1c3c55
Two hour delivery 15″: https://vimeo.com/770574700/3fbe1bdcf5
Treats on arrival 15″: https://vimeo.com/770573354/dcca970efe
Taste guarantee 15″: https://vimeo.com/770573330/a9f846736b
Price match 15″: https://vimeo.com/770573298/1ea7cf99a9
“There are three fundamental truths that make Petbarn unique – pet parents love what we do for them and their pets, our staff are absolutely passionate about pets, and we know that pets simply love Petbarn. Petbarn is a mecca for pets, they sniff out our stores on their walks, and no amount of lead-tugging will get them to move once they’re there. Our new Pets Love Petbarn platform is more than an advertising campaign, it is the organising idea that brings our entire business together” explained Nick Adams, chief customer officer, Petbarn.
The new platform rolls out Petbarn stores
The new platform is brought to life with a campaign that will run across all major screens. Animated spots, directed by Max Barden from Sweetshop, feature black silhouette pets on a Petbarn yellow background. Two 30 second and four 15 second cuts play out a number of conversations between pet friends – from a dog that eats its way into trouble, to an overly domesticated housecat, to a guinea pig that struggles with pronunciation. The campaign gives unique and adult personalities to brand characters, who are played by Australian comedians, including Sam Simmons and Michelle Brasier.
From a dog that eats its way into trouble to an overly domesticated house cat to a guinea pig that struggles with pronunciation, the ads breathe new life into Petbarn’s brand icons, giving them unique and adult personalities. They were directed by Max Barden (Sweetshop) and voiced by some of Australia’s best comedians including Sam Simmons and Michelle Brasier.
Gavin Chimes, executive creative director at Howatson+Company, said: “It’s so rare for a brand to have an identity that’s as iconic and ownable as Petbarn. It was only right that we leant into it. By giving their lovable characters grown-up, modern personalities, we’ve created a platform that can entertain and inform for years to come. One that can’t be mistaken for anything other than Petbarn.”
Credits
Client: Petbarn
Chief Customer Officer: Nick Adams
General Manager, Retail Marketing: Sumeena Parimu
Marketing Manager: Faye Andrews
Creative Director: Jack Farrell
Agency: Howatson+Company
Founder/CEO: Chris Howatson
Chief Creative Officer: Levi Slavin
Executive Creative Director: Gavin Chimes
Creative Directors: Daniel Bolton, Jared Wicker, Elaine Li, Sophie Beard
Design Director: Ellena Mills
Junior Designer: Jason Nguyen
Group Account Director: Belle Simmonds
Head of Production: Holly Alexander
The Cast
Geri the dog: Michelle Brasier
Samuel the cat: Sam Simmons
Charlotte the bird: Sarah Albury
Barry the small dog: Pat Powell
Production Company – The Sweetshop
Dir – Max Barden
EP – Greg Fyson
Post Production & Animation – Heckler
Animation Director – Chris Yee
Animators – Jo Fong and Remi Evans
Executive Producer – Carlos Zalapa
Sound House – Rumble Studios
Sound Engineer: Tone Aston
Executive Producer: Michael Gie
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