Dine petfood has launched a new product backed by a global through-the-line campaign from Colenso BBDO, and a tvc shot by Robber’s Dog director Adam Stevens.
Dine’s Creamy Treats are single-serve sachets designed to hand-feed cats, and – maybe – win you some quality time face-to-face with your furry friend.
Prior to launch, a social competition highlights and seeds the problem by asking cat-lovers to share photos of their cat’s shunning style in action. The aim – to find New Zealand’s snobbiest cat.
The chosen cat (and its owner) will win an original portrait by Kiwi artist Otis Frizzell and truckloads of Dine Creamy Treats.
“The campaign was developed and produced by Colenso in NZ, but will also run in the UK, Europe, Australia and China.”
Robber’s Dog’s heart-warming film tells the story of a man whose world begins to fall apart when he realises he’s never seen his beloved cat’s face. The film lands on TV as a 30” and 15”, and online as a 60” and 6” bumpers.
Colenso ECD Dan Wright and the agency’s creative technologist David Arcus supervised the creative work.
Supported by OOH, print, digital and an innovative sampling approach – Cat Scanner, a mobile web app that uses cutting-edge in-camera object-detection to pioneer something called Non-Face-Recognition.
Owners can simply photograph their cat using www.catscanner.co.nz and, thanks to machine learning, the app can tell whether you’re getting the cold shoulder.
The Dine Creamy Treats campaign has been developed and produced by Colenso BBDO in New Zealand, but will be launching in many other markets including the UK, Europe, Australia and China.
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