© 2018 GFP

lucky pet

Integrated Campaign

ROLE: COPYWRITER

OBJECTIVE

Show people that Lucky Pet cat food is made of real fish.

 

INSIGHT

Every cat owner knows how aloof cats can be - especially if they aren't fed what they want. They have an unrelenting love for fish, and will do anything to get it, even leave their home. The question is, where do they go?

 

CREATIVE CONCEPT

Show how a normal, domestic house cat leaves the comfort of its home in search of the food it really wants – the real fish goodness of Lucky Pet.

 

EXECUTION

This is a charming story of a cat that goes on an amazing adventure.

To ensure that we’d be able to tell the story on a grand scale, we chose to bring it to life using animation.

 

To best appeal to cat lovers, we studied and included real cat behaviour – things that any cat lover could identify with, and make our cat feel charming and relatable. To ensure that our hero cat feels authentic and real, each frame of its animation was hand drawn. As a result, the final commercial has a nostalgic feeling, reminiscent of the old Disney cartoons of yesteryear.

90" Cinema Ad:

30" TVC - Student:

30" TVC - Jock:

30" TVC - Princess:

30" TVC - Fat Cat:

Print: