Pete Pallett / Freelance Senior Copywriter / Vancouver BC
Pete Pallett / Freelance Senior Copywriter / Vancouver BC
Copywriting of Masterbrand Campaign for Petcurean
If our pets could pass along their wisdom to us, what would they say? What would they show us? What does it mean to live in the moment, the way our pets do? For Petcurean, it meant celebrating how we “Savour Every Moment” with our pets, through a campaign and film that was launched at the Tribeca Film Festival.
Organic reach would be greater if organic content was shared. And so, we commissioned and awarded an artistic grant to renowned filmmaker, Keith Hopkin. Hopkin was the pet-loving genius behind the viral video sensation, “Dogs in Cars”.
The new film was shot with the help of famed photographer Seth Casteel and features a musical score by Carly Comando, whose highly recognizable work has been featured as part of a National Basketball Association Where Amazing Happens advertising campaign and an Emmy Award winning episode of The Simpsons.
“The campaign and film were inspired by all the fun, silly, playful and loving moments in which our pets teach us to fully embrace life,” says Jessica Holtz, Petcurean Marketing Manager.
To continue the film’s story, we invited pet owners to our online page where they could share pictures, as well as stories, poems or other anecdotes of how they savour every moment with their own pets
In addition to the film, the Savour Every Moment campaign also included a series of entertaining postcards, plus paid online and organic social activity and a trade booth.
Campaign elements included:
Digital Ads, Paid & Earned Social
Consumer Activation Campaign on Social
Facebook Page Takeover
Commissioned film & consumer event activation at the Tribeca Film Festival
Trade Show Booth
My Contribution: Concept Development, Copywriting
In Collaboration With: Subplot Design Inc.
For: Petcurean Pet Nutrition