PET FRIENDLY BAR

TitlePET FRIENDLY BAR
BrandZOOBAR
Product / ServiceRESTAURANT & BAR
CategoryB04. Posters
EntrantTBWA\INDIA Mumbai, INDIA
Idea Creation TBWA\INDIA Mumbai, INDIA

Credits

Name Company Position
Parixit Bhattacharya TBWA\India, Mumbai Chief Creative Officer
Parixit Bhattacharya TBWA\India, Mumbai Creative Director
Parixit Bhattacharya TBWA\India, Mumbai Copywriter
Sagar Jadhav TBWA\India, Mumbai Art Director
Geet Rathi TBWA\India Art Director
Shweta Malhotra Freelance Illustrator

The Campaign

In India people don't socialise with their pets. And many places frown upon pets. At the same time more and more people iun Mumbai are adopting pets. Zoobar in Mumbai is one of the few bars and restaurants that let patrons bring in their pets. The job of these posters was to let people know that they can now bring their pets too. Carrying pets along is slowly becoming a trend in Mumbai. We created a few posters using some bar elements. Each execution adapted the image to show a different breed using simple bar elements such as bar lights and glassware. The design’s simplicity connected well with all dog lovers and they did come again to Zoobar with their pets on their next visit.

Creative Execution

Bar glassware like wine glass, martini glass and alcohol bottles create the nose and the mouth of the dog. The hanging bar lights creates the eyes. They have been put together in the most organic way to be true to the nature of the restaurant. To keep it recognizable, dog colors are used. These posters were printed on soft sheen paper which is half way between Gloss and Matt and mounted on 3M – 3mm boards as the client wanted something that’s removable so they could use them at other areas of their restaurant. These were put up on the walls around the best spots people picked.

Indication of how successful the outcome was in the market

The design’s simplicity connected well with all dog lovers. Many of the regular customers revisited with their dogs. In a few days after these were put up on their walls, there were conversations around the poster. They also noticed many more people entering the restaurant with their pets.

Zoobar as the name suggests is a pet-friendly bar and wants to attract people to socialize along with their pets. The campaign uses elements such as bar glassware, alcohol bottles and the hanging bar lights to organically form the dog’s face. We used these elements in the most natural way any one would see them in life. A lot of young college goers usually fill this place on the weekdays and weekends are mostly packed with people across ages. The posters were placed inside and outside the restaurant to reinforce the message.