A safe start to a lifelong friendship.
European campaign for Pet Media Group
The assignment
Film
Campaign
Concept
Dogs, perros, cani, honden, psi.
Producing advertisements for five European markets, each with five different languages and five distinct cultures, can be rather challenging. Luckily, everyone understands the universal language of ‘cute dogs’.
Shyness. Joy. Instant love.
Meeting the person who will become your life partner for the first time is a momentous occasion. When it comes to dogs, Pet Media Group is arguably Europe’s most significant player in that meeting
Pet Media Group’s ambition is significant: to become the global marketplace for humanity’s best friend. They are already well on their way, having brought together several of Europe’s largest digital marketplaces for dogs and other pets. This includes the largest of them all – the British platform Pets4Homes, as well as the leading sites in Italy (Annunci Animali), Spain (Mundo Animalia), the Netherlands (PuppyPlaats), and the Czech Republic (iFauna).
Byn’s remit was to generate awareness for each country’s website and app. The concept needed to accentuate the new unified visual identity, be effective across all markets, and warmly and clearly highlight what Pet Media Group stands for.
Across a series of films, we captured the stories of the first meeting between dog and human, highlighting Pet Media Group’s unique approach to ensure the purchase is safe and secure for both animal and person. To help us, we enlisted our trusted partner Lavette, as well as hair and makeup artist Tereza Luyirika. We worked closely with Pet Media Group throughout.
Taking PMG’s visual profile as our starting point, we built a simple yet warm and inviting environment, a bit like a living room crossed with a clear studio setup. There, we let dogs of various sizes, appearances, and personalities meet their owners and interact naturally. To this, we added a voiceover providing a flashback to that initial meeting.
The aim was to create universally relatable portrayals of the interaction between dogs and humans, which would resonate across multiple international markets without feeling artificial or dubbed. The only adjustment required was the language of the voiceover. Quite the intriguing challenge, though, as we needed to rustle up four voices for each language: English, Spanish, Italian, Dutch, and Czech.
In the edit, we also crafted material for shorter films, as well as still images which are now being used in the various websites’ updated visual profile. All in all, it was a substantial delivery where we started with 4 core films but ended up with 120 variations, including all formats and all languages.
Woof!