David Blecken
Feb 25, 2016

Is the world big enough for more than one 'Phodographer'?

TOKYO - A role-reversal initiative by Mars Petcare around National Smile Day in Japan has dogs photograph their owners in a studio setup.

Developed by BBDO Japan, the campaign is encapsulated in an online video that has multiple ‘Phodographers’ draw surprise and smiles from their owners by jumping up on a podium and snapping them. The dogs’ photographic efforts are displayed alongside their own portraits.

A press release from BBDO says the film was created “to demonstrate Mars Petcare’s real understanding of the relationship between pets and their owners”. Mars brands include Pedigree, Cesar, Whiskas (Kal Kan in Japan), Sheba and Iams.

While Japan is famed for pampered dogs, Masaki Honda, ECD of BBDO Japan, said in the release that dog ownership is decreasing year-on-year. “We hoped this film can illustrate how having a dog can enrich lives.”

The work is not the first time that a dog has been let loose with a camera on behalf of a brand. Last year, Nikon also introduced a ‘Phodographer’—a sheepdog named Grizzler. The campaign showed Grizzler taking photos of his adventures with a camera apparently activated by the dog’s heartbeat.

The ‘Phodographer’ pun is evidently difficult to resist. Tony Harris, chief executive of BBDO Japan, acknowledged it had been used before but said there was no relation between the two campaigns. We will leave you to judge which of the pooches has the most photographic talent.

More dog-related articles:



Related Articles

Just Published

6 hours ago

China says no to gossip and star chasing

Chinese authorities are ramping up their crackdown on fan culture by monitoring the spread of celebrity information online, including their personal details and brand endorsements.

6 hours ago

How Toyota aligned 17 APAC markets behind a common ...

The vision for Toyota’s transformation to a purpose-led company came from the very top. To make it live and breathe across a diverse region, Toyota Motors Asia Pacific started at the bottom.

7 hours ago

Why tech-platform dominance will push APAC towards ...

The direction of travel in digital media raises questions about the future viability of local network agencies. The client operations director at Kepler makes the case for regional control of digital spending.

7 hours ago

Warc Rankings released: See the APAC winners

Ogilvy Islamabad, Colenso BBDO, Mindshare Shanghai and Mindshare Ho Chi Minh City emerge as the star APAC performers in the Warc Rankings for 2021.