Canines of Australia share an important message in Lyka’s first TVC ‘For Dogs’ via Alchemy One

Lyka, in partnership with media agency Alchemy One, is launching its first-ever TVC and new campaign ‘For Dogs’. The campaign reflects Lyka’s mission that dogs deserve longer, healthier lives.

With the majority of dogs in Australia living off highly-processed kibble, this campaign presents Aussies with a fresh idea: Dogs are desperately craving real food.

In the spot, director Stef Smith from Photoplay, creates a world that makes dog people feel at home, with vibrant characters, playful moments, and of course, tons of dogs.

Says Analise Burwood, Creative Director at Lyka: “At the heart of this campaign is Lyka’s and all of our team’s obsession for dogs; 15 good boys and girls, including Lyka herself. As Lyka’s first TV campaign, we wanted our platform to reflect our mission: dogs deserve longer, healthier lives. We’ve grown complacent with the processed food we give them, and it’s time for a change. We’re asking dog owners to rethink what’s best for our best friends.”

Alchemy One has worked with Lyka to launch the campaign strategically through a multi-channel approach. Starting on linear TV and BVOD and amplified across outdoor, social, and YouTube, the campaign will feature key placements in Sydney, Melbourne, and Brisbane.

Says Cara Sayer-Bourne, Business Director at Alchemy One: “We’re thrilled to be collaborating with Lyka to launch this campaign, which was borne out of a shared belief in the power of brand advertising to build credibility, drive awareness, and inspire action. Working with the Lyka team, who are collaborative and data-driven, has allowed us to craft a strategic, creative, and impactful plan. Together, we’re on a mission to embed Lyka’s message in the hearts of Australians: dogs deserve longer, healthier lives. We can’t wait to see how this campaign resonates and elevates Lyka’s mission.”

Lyka
Head of Marketing: Ben Lemon
Creative Director: Analise Burwood
Brand Director: Cassandra Do Carmo
Design Director: Cindy Erlina
Senior Creative Copywriter: Josephine Branscomb
Senior Creative Producer: Emily Green
Social Media Manager: April Gore

Director: Stef Smith
Production Company: Photoplay Films
Executive Producer: Emma Thompson
Senior Producer: Bonnie Fay
DOP: Kieran Fowler
Art Director: Alicia Clements
Animal Wrangler: Suzanne Richards @ Action Animals
Casting Director: Daisy Hicks
Editor: Lily Davis @ The Editors
Colourist: Fergus Rotherham
Music Composer: Jonny Higgins
Sound Design: Sonar Music

OOH Production
Photographer: Cole Bennetts
Retoucher: Elise Healy @ Colour Cartel
Finished Artwork Designer: Lizzie Wood
Post Producer: Maddison Costello

Media Agency: Alchemy One
Managing Partner: Huong Nguyen
Group Strategy Director: Paul Scarf
Business Director: Cara Sayer-Bourne