Title | BRING YOUR PET BACK |
Brand | HILL’S PET NUTRITION ASIA LTD. |
Product / Service | SCIENCE DIET PERFECT WEIGHT |
Category | G02. Illustration |
Entrant | RED FUSE COMMUNICATIONS Hong Kong, HONG KONG |
Idea Creation | RED FUSE COMMUNICATIONS Hong Kong, HONG KONG |
Media Placement | RED FUSE COMMUNICATIONS Hong Kong, HONG KONG |
Media Placement 2 | MEC TAIWAN Taipei City, CHINESE TAIPEI |
Production | RED FUSE COMMUNICATIONS Hong Kong, HONG KONG |
Production 2 | ILLUSION Bangkok, THAILAND |
Additional Company | ASIARAY ADVERTISING MEDIA LTD Hong Kong, HONG KONG |
Name | Company | Position |
---|---|---|
Shen Guan Tan | Red Fuse Communications HK | Global Chief Creative Officier, Chairman Asia |
Joshua Tay | Red Fuse Communications HK | Regional Creative Director |
Craig Love | Red Fuse Communications HK | Regional Creative Director |
Kit Yu | Red Fuse Communications HK | Senior Art Director |
Kate Kopperman | Red Fuse Communications HK | Associate Strategy Director (Asia) |
Steve Forcione | Red Fuse Communications HK | Global CEO |
Adam Konowitz | Red Fuse Communications NYC | Global Managing Director (Hill's) |
Caroline Slocombe | Red Fuse Communications HK | Managing Director |
Doreen Chan | Red Fuse Communications HK | Director of Operations |
Nicky Dominique Lee | Red Fuse Communications HK | Asso Regional Shopper Communications Director |
Stephen Wong | Red Fuse Communications HK | Regional Senior Account Executive |
Tim Lee | Red Fuse Communications HK | Regional Content Editor |
Krush Ng | Red Fuse Communications HK | Regional Design & Production Manager |
Naina Shewakramani | Red Fuse Communications HK | Regional Media Director |
Matthew Chan | Red Fuse Communications HK | Regional Media Executive |
Kirsten Ramsey | Red Fuse Communications Kansas City | Managing Director |
Debbie Hooi | Red Fuse Communications HK | Head of TV & Content Production |
Illusion Bangkok | Illusion Bangkok | Illustration |
Illusion, Bangkok | Illusion, Bangkok | Illustration |
Illusion, Bangkok | Illusion, Bangkok | Illustration |
Illusion Bangkok | Illusion Bangkok | Photography |
Illusion Bangkok | Illusion Bangkok | Retouching |
Illusion, Bangkok | Illusion, Bangkok | Illustration |
To highlight the excess weight of a common pet, Hill’s transformed the highly identifiable house pet moments with a gigantic animal– those that are commonly understood as obese. The exaggerated metaphor creates a visual tension which draws the viewer to take a second look – the same action they need to do with their own pet. All the while, calling out the need to ‘Bring Your Pet Back’ to label the problem behind this transformation.
To create the proper visual effect, hundreds of videos depicting common house pet moments (dogs hanging out car windows, cats with a ball of yarn, etc.) were studied to identify the pose and form of this action. It was important when replacing each animal that the resulting form, expression, and gesture match its original copy. The facial texture of animals were also carefully analysed to accurately portray a recognizable transformation. A hand sketched drawing was created to combine the two animals, then photoshop and 2D rendering were used to bring the animal to life in both video and print. In video, the car was shot and the lighting and positioning of the hippo was carefully adjusted for believability. The video was launched to pet owners on Hill's Taiwan Facebook page, while the print was distributed in a relevant pet publication "Hot Pets Magazine" throughout Taiwan.
This creative strategy to transform known pet forms into obese animals was central, from idea to execution, and ultimately impacted the media output. The print and video were used as a positive reminder to take a second look at their own pets’ weight. The animals depicted not only created valuable interaction with people but at the same time brought the brand's mission of “to help enrich and lengthen the special relationship between people and their pets” to life. This message was amplified by tapping into the fan base of Hill's Taiwan Facebook page and a relevant pet publication.
Hill's believes every animal deserves the best care humanly possible, but unbeknownst to most owners their pet’s weight could be causing hidden and serious health issues. To champion the pet and get owners to take notice of something they aren’t yet aware, Hill's needed to create a brand appropriate spin on a serious situation. To target all pet owners with potentially obese pets, the approach needed to be impactful without launching anyone’s personal defense mechanisms. Thus, the use of a humorous print and video allow Hill’s to illustrate the underlying obesity issue, while remaining light-hearted. The line ‘Bring Your Pet Back’ is a call to act that champions the importance for pet health and empowers the owner to change their pet’s life because only healthy pets can be truly happy pets.