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doggy style
Clemenger Group
Advertising Pitch
Idea, concept, strategy, art direction, creative
& copywriting.
A dog's nose knows.
We want what's best for our dogs but what's best for us humans is not always the same for our fur babies. Our pets have different preferences and behaviours, to each other and to us. In fact, they have completely different sensory anatomy, too.
With a significantly more sensitive and enhanced olfactory system to humans, the smell of their food is much more important to a dog than the way it tastes.
Our 360 campaign involves all the senses, giving your dog control of the leash as they follow their natural instincts and lead us towards the winning smell.
Doggy style is created by your dog, for your dog.
the problem.
Demand for pet food is at an all-time high but the perceptions of how we can best nourish our pets are placing intense pressure on protein supply.
the solution.
Insect protein only needs 2% of the land and 4% of the water when compared to beef. It's a more sustainable solution - pet food shouldn't cost the earth.
executions.
Brand Profile & Characters
A more organic, nature-inspired brand profile and cute, cartoon pups to embody our brand and the natural benefits of insect protein.
Packaging Prototype
'The Blind Smelling' PR Event
In collaboration with The Source Bulk Food, this 'Blind Smelling' event is a twist on your traditional blind 'tasting'. It will be set up in off-leash parks and outside TSBF stores.
As many pet owners may still be hesitant about feeding their pets insects, the event will allow us to inform and educate the public about the environmental pressures the pet food industry is facing and provide them with an opportunity to test our product, free of charge. Dogs will be given branded ‘doggy blindfolds’, with all of our different insect blends laid out in a row. This allows the dogs to smell and decide what ingredients they want to eat the most. Truly, allowing your dog to take the leash.
Scratch 'n' Sniff Insect Stickers
This guerilla marketing idea features 3D stickers of dog bowls filled with our product that will be placed in various target areas. What is unique to this idea is that we will have four designs of dog bowls for each base ingredient in our mix - crickets, grasshoppers, termites and caterpillars - with each sticker emitting a unique, foreign scent to pique the curiosity of passing dogs.
Part of this strategy is creating a photo opportunity for owners to take funny, cute pictures of their dogs scratching and sniffing the stickers and sharing them on social media for greater online awareness of our brand.
Our audience will be invited to participate in a giveaway where by taking that picture and posting it online with our specialised hashtags (#ADogsNoseKnows and #DoggyStyle), they will be entered into the running to win their first year of Doggy Style for free.
YouTube Advertisement
On a peaceful, sunny day, a dog decides to pursue a delicious fly and drag its owner with it.
Spotify Advertisement & Playlist
Dog owners often talk about wishing they could communicate with their dog. Our Spotify campaign encourages dog owners to listen to what their dog really wants.
Whether they are going on a walk, hanging out at the park, or listening to a podcast, our target audience's furry friends are sure to be nearby. We want to capitalise on our audience's daily routine by capturing their attention through the sense of sound, encouraging them to listen to our playlist while going about these activities.
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Posters
The premise of each poster was a witty tagline that somehow incorporated the concept of smell and featured an illustrated cartoon-style dog. The format of each poster will be adjusted to match the dimensions of various platforms - most prominently, Instagram feed and story, and metrolite posters.
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collaborators.
Ailene Wu
Marie Jean-Francois
Patience Ntim-Duodu
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