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Web Film
Lucky Pet: Luck Pet. Fat Cat.
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The Jupiter Drawing Room Cape Town show cat owners how much cats love the real fish taste of Lucky Pet cat food, and convince them to try it. The internet is obsessed with cat content especially cat owners. They look after their cats and keep them happy so they can receive love and affection in return.Since Lucky Pet is made with real fish, and cats love real fish, the logic was simple: "Try it. They'll love you for it."
EXECUTION We created a series of animated vox pop ads by asking actors to pretend to be cats and interviewing them about their relationship with their owner. Then, we edited and cut these interviews down to 30 seconds, and put the words in the mouths of different animated cats. The result was a series of animated ads where cats talk about their relationships, saying how much they love their owner, because they feed them Lucky Pet. Cats and their owners often reflect each other, so to add a unique charm to the characters we used their physical characteristics and the space around them to give viewers a sense of the cat and the owner's personality type. They were then flighted as pre-roll YouTube adverts and seeded via the Lucky Pet Facebook page where fans were encouraged to rewatch and discuss details of the ads in order to win Lucky Pet hampers. In the end, bringing the different cat characters to life with honest, naturalistic dialogue, and portraying them as different personality types, helped cat lovers identify with the, and helped us create a series of ads packed with charm.
Animation: Black Ginger Related
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The Jupiter Drawing Room, Cape Town |
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