Tech pet food brand ilume launches new campaign via 72andSunny Sydney and top animation director Tobias Fouracre
CB Exclusive – 72andSunny Sydney has launched a new campaign for tech pet food brand ilume.
For decades, Aussies have been feeding their dogs the wrong food in the wrong amounts. Food that’s often unfit for human consumption. Food that the supermarkets wouldn’t touch. And because of this, nearly 50% all Australian dogs are overweight or obese and millions of them die way before their time.
ilume is a dog food/tech startup that allows dog owners to track their dog’s activity data and feed them the right amount of healthy food made by hand in their kitchens in Melbourne. Instead of kibble and carbs, dogs receive the right amount of proteins and vegetables to lead long and active lives.
Says Luke Martin, ECD of 72andSunny Sydney: “We’re an agency of dog lovers, so we just clicked with the ilume team. Our idea was to reframe the dog command ‘stay’ from being ‘stay there’ to ‘stay longer.’ From there, we knew we had something powerfully simple. We just needed the right person to film it. And when we managed to land Tobias, the animation supervisor of four Oscar nominated movies, we knew we were in safe hands. We’re absolutely thrilled with the finished product and overall campaign.”
Says Craig Silbery, CEO of ilume: “This is a campaign straight from our hearts, for dogs everywhere. It’s much more than the TVC and we hope to shine a light on the change we want to see and be. 72andSunny are perfect partners for us. Not only did they help redefine our purpose as a company, but they worked tirelessly and with all their hearts to make something truly epic. We couldn’t be happier.”
Tobias Fouracre directed the stop motion animated film and created the characters. Fouracre is a veteran of the animation industry, previously working with Wes Anderson and Tim Burton as lead character animator on Corpse Bride, Fantastic Mr Fox, Frankenweenie and animation supervisor on Isle of Dogs. All four films have received Oscar nominations for best animated feature. The film’s soundtrack was scored by Emmy award winning composer Keith Kenniff.
The campaign also includes outdoor posters that challenge perceptions of how dog food is made and the marketing tricks used. This is supported by PR, an audio partnership with Nova, digital display and social, that outline how ilume extends the lives of dogs, to drive dog owners to the website to learn more and sign up for a free trial.
A full page open letter to the industry also announces a million dollar fund from ilume that will be used to study nutrition for domesticated dogs and invites scientists and researchers to submit research ideas for grants. The findings will be available to the entire industry.
The campaign was a collaboration between ilume, 72andSunny Sydney, Hatched (media) and Thrive (PR).
Plans are underway to take ilume and the Stay campaign to new markets.
Director: Tobias Fouracre
Production Company: Rowdy
Music: Keith Kenniff
Sound design: Otis
An ad with an actual idea? Executed beautifully? I’m sorry, what kind of advertising madness is this?
That’s lovely. Great work all.
My heart strings have effectively been pulled.
As a client and a proud dog owner (Dachshund) that just made my day. LOVELY WORK. A thoroughly cohesive campaign. Well done 72andSunny.
They’re Flemming words. Well done Andy and team.
This is magical. Makes me wish I owned a dog. Preferably the one in the film. Love that long copy letter too. CHEERS TO TEAM 72 – CRAFT IS BACK. And so are you guys!!
Ripper. Well done all.
Just really nice across the board. Lovingly crafted.
Some great work coming out of 72 recently. Loved their AFL thing too. Well done guys. Right. Back to the image search.
Great work Andy and team. Beautifully crafted. Love it.
As good as a John Lewis Christmas ad
…works. This is really lovely.
Beautiful idea, incredible craft. So nice to see this level of stop motion execution, what a treat.
LOVE THIS ANIMATION – what a treat to be able to work with Tobias on this. Beautiful art direction.
Animation is nice
I am not a dog person though, so it didn’t get me the way I would imagine it would someone who loves their pooch as much as folk do
Really good campaign. Makes a change.
And this kicked me in the feels.
I’m not crying; you’re crying.
Great stuff. Got anything for cats?
I couldnt watch it… I stopped 20 seconds in..
I knew that dog was going to die.
I could watch the end of War Horse either though.
Really great stuff. So simple, but not at all. Nice one Luke.
I just had to write a comment and say that this is so well thought out. So beautifully written and executed. It’s really awesome to see agencies just pushing hard for creativity for a change. We all need to step up or we’re all finished.
Prime target for this and it’s got me right in the feels. Love the narrative and platform. Please, for the love of great work get a bit more branding into that VO and end frame so there’s good attribution and this works it’s socks off.
As a dog person, I don’t think I could love this more. I know the point is selling dog food, but it’s the kind of spot that will excite and inspire young creative people, and help bring the next gen of talent into our industry. Well done!
Commenting on my own ads.