Petbarn launches new AW22 collection and national campaign via Howatson+Company
Petbarn has partnered with Howatson+Company to launch its AW22 fashion range for dogs and cats.
The campaign was shot by renowned fashion photographer Juliet Taylor, and promises to make every pet moment glamorous, even the unglamourous ones, whilst showcasing a range of knits, raingear, trench coats and more.
Says Shannon Jenkin, general manager of marketing, Petbarn “At Petbarn, we’re all about putting pets first. Which is why our range of apparel is as well-made and stylish as any fashion brand. Makes sense that we treat it like one.”
Says Chris Howatson, CEO, H+Co: “Pet wear is increasingly used as a form of human self-expression, but this campaign explores the idea that our pets have their own personalities and can be styled to match. We’re delighted to be sharing our first work for Petbarn.”
The national campaign is live across digital, social and OOH.
Creative: Howatson+Company
PR: Howatson+Company
Media: OMD
Production Company: The Pool Collective
Photographer: Juliet Taylor
Production Coordinator: Zoe Izzard
Client: Petbarn
Chief Customer Officer: Nick Adams
General Manager Marketing: Shannon Jenkins
Creative Director: Kate Napier
36 Comments
This is rad.
love this
This new TBWA work
Great work TBWA
..,looking cool. What’s not to love. Nice one
Love the Terry Richardson vibe… and a great idea.
Dog clothes – like fashion for pooches! Award school level. If that.
for this?
bring back life’s a treat
First Thought Launched Same Day As Slightly Better Kiwi Idea via Howatson+Company
Take internet meme language from 3 years ago and make it a campaign.
Two dog fashion campaigns on the same day. Amazing. I can’t wait for tomorrow. Two campaigns for gold fish discos? Or two campaigns with glass shoes? (sorry done that).
If the pet clothes actually looked fashionable. This feels like they zeroed in on a proposition that wasn’t there.
Yeeeeeeeep! Love this a lot.
Stop booking fashion photographers to make Ads.
Co-opting popular memes five years after? Groundbreaking!
But the Cobrasnake homage in the photography is inspired.
From Howatson+Company, an agency that makes its reputation from cynical awards plays, this is perhaps the most cynical yet. How do Terry Richardson stylings and cold, impersonal art direction work for a mainstream pet store? PetBarn should be likeable, it should be populist, and fun. Instead this work has been conceived and executed for advertising creatives and award juries. This kind of work why clients think we’re serving and don’t understand or care about their business problems. Shameful.
Agreed – this is insanely bad.
The photos look fresh from an anon cruelty campaign.
It took me 15 minutes to recaption all of these:
“Coats for the catwalk, dogwalk or no walk.” (Dog on leash)
“High-end pieces for those in high up places” (cat on cupboard)
“Make your mark” (for dog peeing)
This looks like it was given two seconds with an Account Exec to come up with ideas with a $5,000 budget.
Seriously? This looks great. What’s your issue with it? Advertising photographers on the other hand don’t do fashion well.
Dogs + Fashion = Cannes scam time.
Would love to know the business metrics this ‘work’ is meant to be shifting
Rather bland and one dimensional, darling. Seriously this is pedestrian at best.
Love it! Make it Fashion baby!
Not sure about the ‘but make it fashion’ language. ‘The 2022 Collection has arrived’ might have been better.
TBWA is in NZ, Howatson+Company is in Australia. The fact they both came out today is serendipitous but surely not worthy of such damnation?
These guys need copy lessons. Make it fashionABLE.
This one went right over your head, didn’t it. Awks.
This is a big shift for the Petbarn brand. Makes them feel like Harvey Nichols. Not like every other pet retailer. Well done!
Showing your age there, Matt.
It’s a well known saying.
This is fun and looks great. Some of you are so boring.
Not sure why clients left their brands be trashed in this way What’s in it for them if an agency wins an award? This has nothing to do with pets or pet barn
Feels good but achieves nothing.
Who had oversight and final approval on this? If I were pet barn I’d be very unhappy with this.
Matt’s comment the perfect summation of just how out of touch these comment sections tend to be.
Borrowed interest gone way too far. 90% of punters aren’t gonna have any idea what the “fashion” reference means.
Clearly theres a lot of Petstock clients shitting on this work. All the negative comments are clearly competitors.
While Matt is missing the meme, plenty, plenty of the target market would also miss the ‘joke’. Pet barn isn’t filled with people that watch fashion reality shows and the like. Having said that I like it but I’m an inner city ad wanker.
nice pieces, but the typesetting of the headline brings it all down so much