Natural Balance: Made for Pets, Not People.
Most pet food ads are made for people. These ones are made for pets.
Through consulting prominent dog and cat behavioral experts, we were able to source clips and sounds that pets would respond to in our advertising. From there, we held focus groups with dogs and cats to see what they reacted to the most. We then used these findings to create our ads that ran on Hulu and YouTube.
The QR code on the ad directed pet owners to a landing page where they could learn more about our campaign and the product. On social media, we also encouraged pet owners to share videos of their pets reacting to our ads using #ForPetsNotPeople.
The result of this campaign was people enjoying their pets enjoying our ads.
Agency: Nail
Awards:
The 62nd Annual Hatch Awards - Unconventional Format: Silver
Press: