FOOD INFLUENCERS TASTING DOG FOOD

TitleFOOD INFLUENCERS TASTING DOG FOOD
BrandFURRY’S KITCHEN
Product / ServiceDOG FOOD
CategoryF02. Challenger Brand
EntrantOGILVY SINGAPORE, SINGAPORE
Idea Creation OGILVY SINGAPORE, SINGAPORE
Production FREEFLOW PRODUCTIONS Singapore, SINGAPORE
Post Production SONG ZU SINGAPORE, SINGAPORE
Post Production 2 HOGARTH WORLDWIDE Singapore, SINGAPORE

Credits

Name Company Position
Nicolas Courant Ogilvy Singapore Chief Creative Officer
Guilherme Camargos Ogilvy Singapore Creative Director
Alessandro Agnellini Ogilvy Singapore Associate Creative Director
Aritra Dutta Ogilvy Singapore Associate Creative Director
Jonathan Ollivier Ogilvy Singapore Associate Creative Director
Winona Wee Ogilvy Singapore Copywriter
Benjamin Tan Ogilvy Singapore Art Director
Alvin Chin Ogilvy Singapore Regional Head of Creative Services
Qian Hui Tan Ogilvy Singapore Social Content Art Director
Claudio Chock Ogilvy Singapore Editor
Peggy Goh Freeflow Productions Director
Emma Yaomin Liang Freeflow Productions Producer
Jaye Neo Freeflow Productions Director of Photography
Adrian Ooi Freeflow Productions Colorist

Write a short summary of what happens in the film

The film starts out with top food influencers being invited to a tasting in an upscale restaurant, helmed by celebrity chef Justin Quek. It's then revealed that they don't know that they will be tasting dog food. We capture their raw reactions to tasting dishes made out of dog food, and intercut them with kitchen preparation scenes of the chef preparing the dog food. The food influencers sing high praises of the dishes, saying that they would recommend it to their followers. One even compares the dishes to grandma's cooking. We end the film with our message that "if these food influencers loved it, imagine your dog" while a hungry dog jumps up on the now empty restaurant table, happily eating the dish that our influencers had sampled just minutes ago.

Please tell us about how the work challenged / was different from the brands competitors

In a saturated market with many established dog food brands already using dog influencers, dog food start-up Furry’s Kitchen disrupted the market by putting our dog food to the ultimate test against the harshest human critics, Singapore’s top food influencers.

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