VMLY&R’s Ideaworks reveals first campaign for Petbarn’s Leaps & Bounds
Ideaworks, which is part of WPP’s VMLY&R, has launched its first campaign for Petbarn’s Leaps & Bounds.
The 30 second ‘Petkind’ features a dog competing in the ‘Slobber Finals’ and aims to use humour and personality to sell the brand’s natural pet food.
The ads will be hosted on social channels and supported with small format outdoor and digital ads.
Drew Frame, senior exclusive label brand manager at Petbarn, said in a statement: “We’re excited to introduce our first Leaps & Bounds campaign to the market. It is a highly differentiated
approach that will make a real impact for our business.
“We’re very proud of our IdeaWorks partnership, working together to give our private label brands some real personality and develop a genuine connection with our customers.”
Danny Lattouf, regional head of retail at IdeaWorks by VMLY&R, added: “It is refreshing to be working with a client who is not only investing in its private label, but enabling its quirky personality to shine through. A unique brand deserves a unique approach – and this campaign delivers a real point of difference in the competitive retail pet food market.”
Credits:
- Client: Petbarn
Senior Exclusive Label Brand Manager: Drew Frame
Assistant Brand Manager Exclusive Brands: Victoria Rae - Agency: IdeaWorks by VMLY&R
Chief Creative Officer: Paul Nagy
Associate Creative Directors: Richard Shaw, Jeremy Hogg
Art Director: Daniel Galeano
Copywriter: Facundo Martinelli
Designers: Anderson Carloni, Adrian Mok
Regional Head of Retail: Danny Lattouf
Account Director: Jacinda Tree
Account Executive: Georgina Chau
Agency Producers: Kilou Picard / Stevi Russell - Production:
Director: Gary John, Photoplay
Producer: Bonnie Fay, Photoplay
Post Production: The Editors
Sound-mix: SongZu
Media: Vizeum Sydney
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That dog is overweight.
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Hi I am the dogs owner, she isn’t overweight actually she is 54kgs quite light for a Dogue, she is broad in the chest and did have a healthy litter of pups only 4mths before the shooting of the ad. She is 6yrs old active and agile, I’m wondering how many Dogues you have met?
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