Whybin\TBWA\Tequila, Melbourne taps shadow puppeteer for integrated Pedigree campaign
![COR0533B_Dentastix_Silhouette_FPC_BHG_FINAL APPROVED[1] copy.jpg](http://campaignbrief.com/wp-content/uploads/2010/04/COR0533BDentastixSilhouetteFPCBHGFINAL20APPROVED5B15D20copy.jpg)
Whybin\TBWA\Tequlia, Melbourne is about to launch the latest advertising campaign for Pedigree’s Dentastix, focusing on the practical need for owners to take care of their dog’s teeth. With a dog’s mouth as necessary as hands are to humans, the new campaign – destined for TV, radio, print and online – concentrates on explaining the impact that gum disease has upon the household hound.
The importance of the functionality of a dog’s mouth has been brought to life through the work of Raymond Crowe, a self-classified ‘unusualist’. The agency engaged Crowe for his skills as an internationally recognised shadow-puppeteer, having him represent of a range of dog breeds in the campaign. The result is a simple, yet clear, message that succinctly explains the similarity between the way we use our hands and how dogs rely upon their mouths.
“Traditionally dog dental hygiene messaging focuses on the scientificapproach, and simply listing the product attributes,” said AndrewScott, managing director of Whybin\TBWA\Tequila, Melbourne. “Ourchallenge was to show the emotional importance of good dental care bydrawing comparisons between dogs and their owners. Through ourDisruption methodology, we decided that rather than blind our customerwith science, we can demonstrate the very real impact gum disease canhave upon the lifestyle of a well-loved family member in terms thatevery dog-owner can understand.”
The Dentastix campaign is a fully integrated one, with a media mix thatincludes TV, radio and print as well as in-program support with BetterHomes and Gardens’. The TVC airs from April 4th, running till the firstweek of June.
The digital element of the program also includes TEQUILA designed online banner advertising, and an eDM for dog owners.
Client: PEDIGREE Dentastix
Agency: Whybin\TBWA\Tequila, Melbourne
Creative Director: Scott Whybin
Copywriter: Paul Hastings
Art Director: Peter Kirwan
Director: Sam Couzens
TV Producer: Lauren Duncan
Account Service: Hazel Tiernan, Julia Unwin
Planner: Jacqueline Wang
Media Buying: Starcom
11 Comments
It’s a bit unfair to sneak this in amongst the campaigns on April 1.
How are we supposed to respond?
Great to see a clear, simple idea, crafted really well ……………. oh for the old days when ads made sense!
Looks like something from the 80’s…..old fashioned and dull and been done a million times.
Fair suck of the sauce bottle, 10:01, the creators of this ad are legends from the 80’s.
Well one of them was a legend.
The difference in quality between real work and scam work…
What goes on in Melbourne stays in Melbourne.
Aw come on guys it’s cute.
I’m with 7:18. NIce work.
Sooooo boring, i ‘m for dogs, but wouldn’t give this a second look.
is that an april 1 joke….hope so.