Ilume unveils ‘Stay’ via 72andSunny

28 April 2022

Creative Agency: 72andSunny

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Combining scientifically backed nutrition and lifestyle tracking to improve and extend a pets life.

Dog food/ tech startup Ilume is being introduced to Australian audiences with 'Stay' via 72andSunny.

Illume combines scientifically backed nutrition and lifestyle tracking, to improve, and ultimately extend the life of pets.

‘Stay’ was a collaboration between ilume, 72andSunny ANZ, Hatched and Thrive .

Tobias Fouracre directed the stop motion animated film. 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.

The four films each received ​​Oscar nominations for best animated feature. The film’s soundtrack was scored by Emmy award winning composer Keith Kenniff.

Luke Martin, ECD of 72andSunny ANZ, said: “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.’

Craig Silbery, CEO of ilume said: “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.”

‘Stay’ 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.

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.

Plans are underway to take ilume and the Stay campaign to new markets.

Client: ilume
Agency: 72andSunny
Director: Tobias Fouracre
Production Company: Rowdy
Music: Keith Kenniff
Sound design: Otis
Media: Hatched
PR: Thrive

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