Product / ServiceDOG HEALTH
CategoryD01. Animal Health
Production UNCLE JAPAN Tokyo, JAPAN
Production 2 ROY HOBBS INC. Tokyo, JAPAN


Name Company Position
Erick Rosa Beacon/Leo Burnett Tokyo Chief Creative Officer
Shinsuke Sawasaki Beacon/Leo Burnett Tokyo Creative Director
Yusuke Ohta Beacon/Leo Burnett Tokyo Associate Creative Director
Seiya Matsumoto Beacon/Leo Burnett Tokyo Senior Copywriter
Mihoko Suzuki Beacon/Leo Burnett Tokyo CX Executive
Tomohiko Yamashiro Beacon/Leo Burnett Tokyo Marketing Service
Akifumi Uzawa Beacon/Leo Burnett Tokyo Digital Director
Kyoko Mitsui Beacon/Leo Burnett Tokyo Group Business Director
Gen Niikura Beacon/Leo Burnett Tokyo Account Supervisor
Kentaro Watanabe Beacon/Leo Burnett Tokyo Account Executive
Yoshihito Suetake Uncle Japan Producer
Katsuaki Shoji Uncle Japan Designer
Hiroyuki Inose Roy Hobbs Inc. Producer
Suzuka Yamaoka Roy Hobbs Inc. Production Manager
Tadashi Sugimoto freelance Director
Yusuke Sugimoto freelance Cinematographer
Ryosuke Kokubo freelance Lighting
Hiroko Kurihara 3DAY Inc. Animal Casting
Naoki Mita morbido Inc. Casting

Why is this work relevant for Direct?

How to start a dialogue about something that hasn’t really been talked about. And most importantly, a problem that needs to be addressed but because of the nature of the pet owner’s relationship with their loved poets—it is so hard to identify. This idea proved to be just the right idea at the right place at the right moment. With a very non traditional approach and solution, pet owners were surprised and understood in seconds the importance of not ignoring the symptom’s of their pets.

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:

Although there is some products of which name can be mentioned in advertisement including TVC, you cannot mention any name of products in in-clinic tools except tools being used/shown in an examination room.

Describe the target audience and why your work is relevant to them.

For the patient—It is in fact the first of its kind—where something brings to his or her attention problems that so far have been ignored. And there is nothing more relevant that being able to properly care for their loved ones.


Contrary to popular belief, a dog’s breath isn’t supposed to smell bad. If their breath stinks it is actually a sign that they have some type of oral problem such as periodontal disease. OraVet Dental Hygiene Chews made it their mission to prevent periodontal disease and suppress bad breath. We wanted dog owners to know that their dog’s bad breath shouldn’t be overlooked.

Describe the creative idea (30% of vote)

To let dog owners realize a dog’s bad breath shouldn't be overlooked, we created the world’s first dog’s breath “perfume.” With the help of specialists, we analyzed, researched the components of dogs with periodontal disease, and produced actual bottles of perfume. Perfumes with the actual scent of bad breath. But designed with the classic packaging of the real product. That way, we would lure user to try it and be surprised by the immediate putrid scent. A simple and direct covert way to reach when people least expected.

Describe the strategy (20% of vote)

Since dogs are loved and embraced as part of the family, we tend to forgive, forget and just embrace a dog’s bad breath. So, even if their dog’s breath stinks a little, they forgive them. No one can imagine it's a sign of oral trouble. To change their behavior and strong belief, we should make them think about dog’s bad breath more seriously and objectively with some kind of provocative way.

Describe the execution (20% of vote)

“Dog’s breath perfume” has been produced with a help of scent specialist. To match the symptoms, we produced 2 strong fragrances. 1.Taro’s breath (moderate periodontal disease) that smells like rotten fish. And 2.Max’s Breath(severe periodontal disease) that smels like excrement. We asked animal clinics all over japan to place “Dog’s breath perfume” and surprisingly about one out of three clinics in Japan has been accepted to place these stinky bottles. Because many of them thought that it will make a good opportunity to start conversation with their patients about the risk of oral diseases.

List the results (30% of vote)

- Adopted and installed in over 3,200 veterinary clinics all over Japan - Generated over 2,000,000 social impressions - Sales of Oravet increased by 140% year-over-year - And more importantly, owners all over Japan now understand to not ignore their best friend’s bad breath