Staff Reporters
Jun 6, 2019

2019 Cannes contenders: 'Cover for their overconfidence' by CHE Proximity

Three injured animals boast that they'd do it all again in this amusing RACV campaign for pet insurance.

2019 Cannes contenders: 'Cover for their overconfidence' by CHE Proximity
We asked creative leaders from across the region choose the work they expect (or hope) to see winning at Cannes Lions this year. See all this year's Cannes contenders.

Contender: Cover for their overconfidence
Client: RACV
Agency: Che Proximity 

Nominated by:

Daniel Galeano and Facundo Martinelli, associate creative directors, Marcel Sydney:

This campaign is the first one we’ve seen with an insight from the pet’s point of view. It’s a hilarious campaign that delves into the different personalities of our pets and how it can get them into trouble. Luckily, you’ve for RACV on your side. Beautifully crafted and what’s another pet insurance ad that you can remember? Exactly.

Joe Carter, communications director, Colenso BBDO:

This D&AD pencil winning work reminded me of Nike’s Badge of Honour campaign—both kids and dogs confuse their ambition with their ability. It’s proof that collaboration with unusual partners tends to lead to extraordinary outcomes.


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