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ilume launches locally with spot from Isle of Dogs animator via 72andSunny

Pet tech food brand ilume has launched its first Australian campaign with creative by 72andSunny, media by Hatched and PR from Thrive PR.

The campaign comes just two months after the pet tech company selected 72andSunny to handle its creative account in Australia.

 

The new brand platform, ‘give your dog longer’, utilises a play on the command ‘stay’, pointing to ilume’s disruption of the pet food industry through its scientifically backed nutrition and lifestyle tracking designed to improve and extend the life of pets.

The 45-second stop motion spot was directed by Tobias Fouracre, a veteran of the animation industry who has previously worked with Wes Anderson and Tim Burton as lead character animator on Corpse Bride, Fantastic Mr Fox, Frankenweenie and animation supervisor on Isle of Dogs. The film’s soundtrack was scored by Emmy award-winning composer Keith Kenniff.

The spot depicts a montage of scenes of a young girl playing with her dog in multiple heart warming scenes. At the end of the spot, the girl tells her dog to ‘stay’, embracing the dog in a hug. As the spot concludes, a male voice over states “Dogs should stay longer. With fresh meal plans based on their activity data, they can”.

The spot will be supported by OOH, DOOH, PR, an audio partnership with Nova and social, each driving dog owners to the website to learn more and sign up for a free trial.

An example of the outdoor execution

The campaign also includes a full page open letter to the industry announcing a million dollar fund from ilume that will be used to study nutrition for domesticated dogs and invites scientists and researchers to submit research ideas for grants. The findings will be available to the entire industry.

Luke Martin, ECD of 72andSunny ANZ, said: “We’re an agency of dog lovers, so we just clicked with the ilume team. Our idea was to reframe the dog command ‘stay’ from being ‘stay there’ to ‘stay longer.’ From there, we knew we had something powerfully simple. We just needed the right person to film it. And when we managed to land Tobias, the animation supervisor of four Oscar nominated movies, we knew we were in safe hands. We’re absolutely thrilled with the finished product and overall campaign.”

Craig Silbery, CEO of ilume said: “This is a campaign straight from our hearts, for dogs everywhere. It’s much more than the TVC and we hope to shine a light on the change we want to see and be. 72andSunny are perfect partners for us. Not only did they help redefine our purpose as a company, but they worked tirelessly and with all their hearts to make something truly epic. We couldn’t be happier!”

Credits

Client: ilume
Agency: 72andSunny
Director: Tobias Fouracre
Production Company: Rowdy
Music: Keith Kenniff
Sound design: Otis
Media: Hatched
PR: Thrive

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