Sheba celebrates the sacrifices that allergic pet owners gladly make
The pet food brand collaborates with agency AMV BBDO to show just how passionate cat owners are.
Born out of research indicating that a quarter of all cat owners are allergic to cats, a series of short videos transforms swollen eyes, inflamed skin and runny noses into symbols of love.
Supporting the launch of a new wet cat food formulated specifically for kittens, the nationwide push spotlights the product line and its availability across key retailers such as Amazon, Walmart and PetSmart.
AMV BBDO creative partners Polina Zabrodskaya and Andre Sallowicz commented: “This insight confirms that people will do anything for their kitten – including enduring sneezing, itching, and swelling – all in the name of love; we wanted to capture this portrait of cat ownership and celebrate the willingness to give in.”
Supported by print, PR and social influencers the cross-platform campaign includes appearances on 100 out-of-home screens close to chemists in New York City, reaching cat owners in the process of alleviating their symptoms.
Credits
Client: Mars Pet Nutrition
Brand: Sheba
Campaign title: You’ll Do Anything For a Kitten
Client name: Fernando Silva, Liz Franks, Bernardo Simoes and Corinne Cordell
Creative agency: AMV BBDO
CCOs: Nicholas Hulley and Nadja Lossgott
Creative directors: Polina Zabrodskaya and Andre Sallowicz
Creative team: Rachel Tweedy and Jamie Chang
Agency planning team: Phoebe Fielding, Kerrie Boyes and Lola Neves
Agency account team: Alice Lindsay, Richard Mitchell, Poppy Wilson and Laura Balfour
Agency producer: Lindsay Hughes and Kieran Sadler
Art producer: Sophie Alliott
Agency designer: Marion Rossignol and Mario Kerkstra
Media agency: Mediacom
Production company: Biscuit Filmworks
Director: Angelo Cerisara
Production co. producer: Tom Ford
Editor: Amzek Vladislav
Post-production company: No. 8
Post-production producer: Glen Percival
Grade: Tim Smith
Audio post-production: No. 8
Sound designer: George Castle
PR agency: Weber Shandwick USD