BRING YOUR PET BACK

Short List
TitleBRING YOUR PET BACK
ClientHILL’S PET NUTRITION ASIA LTD.
Product / ServiceSCIENCE DIET PERFECT WEIGHT
CategoryG02. Illustration
EntrantRED 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

The Campaign

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.

Creative Execution

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.

Indication of how successful the outcome was in the market

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.

Credits

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
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