To coincide with their launch in-store at major retailers, Canidae needed to advertise for the very first time in its 25-year history. We looked at the category, and found it was insanely complicated, filled with trendy formulas and overwrought claims.
So, we kept everything simple—including our advertising. Partnering with Amsterdam based director, Lernert (of Lernert & Sander) we created a paired back, straightforward world complete with only real food ingredients, the doggos who enjoy them, a :30, 2 :15s, a slew of :06s and over 100 social and digital assets.
Role: ACD, Writer
Created with: Will Gardner (ACD), Lindsay Brillson (CD), Jackie Backer (Prod.)