This is a new campaign for Petbarn's private-label petfood, Leaps & Bounds. The work is the first for the Australian brand by IdeaWorks, part of VMLY&R, which won the business late last year.
The online videos above show some kind of alternate-universe Westminster Dog Show. Instead of obedience and walking at heel, the murderous beasts are celebrated and rewarded for slobbering, for shaking off water as vigorously as possible, for rending an innocent sofa into feathery shreds, and in one case, for simply being disobedient. Ad Nut has kindly positioned the slobbering video last in the playlist, and urges you in the strongest possible terms not to watch it. Shudder.
The campaign also includes small-format OOH, social content and dynamic digital displays, according to the agency.
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
Director: Gary John, Photoplay
Producer: Bonnie Fay, Photoplay
Post Production: The Editors
Media: Vizeum Sydney
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