The horrors of dog gut health.
Dog food company Lyka has turned the dog poo pick-up into a tongue-in-cheek horror movie in a campaign via independent creative agency OUTSIDE IN.
“As a challenger brand, we can't afford to be quiet. To break through lifelong dog food habits, we needed a disruptive idea. What's the best indicator of a dog's health? Their poo,” said Lyka creative director Analise Burwood.
“It's the honest, gross, and undeniable picture of what's happening on the inside. That made 'The Brutal Pick-up' a clear winner. It's simple, a little gross, funny, and sparks an essential conversation with dog owners.
“Huge thanks to our gorgeous dog star Maple, director Harry Welsh, producer Cooki, and the OUTSIDE IN team for bringing this to life!”
87% of Lyka customers noticing their dog had better poos* after making the switch, according to Lyka.
The campaign was directed by DIVISION’s Harry Welsh.
“It’s not often you get a brief this bold which you can push this far, it was a real joy to craft this nightmare,” Welsh said.
The integrated campaign runs across BVOD, OOH, social and digital from this week.
"It’s not every day you get a brief about dog poo,” said OUTSIDE IN co-founder Grace Leat.
“We knew straight away the way to cut through was to lean into the grossness, flip it into dark comedy, and make people think about what their dog’s poop is really saying."
Credits
Client: Lyka
Creative Director: Analise Burwood
Senior Creative Producer: Emily Green
Brand Marketing Director: Cassandra Do Carmo
Social Media Lead: April Gore
Animator: Matt Grech
Designer: Lizzie Wood
Creative Agency: OUTSIDE IN
Grace Leat, Jac Kelly, Lucie de La Chaise
Produced by DIVISION
Director: Harry Welsh
MD | Executive Producer: Genevieve Triquet
Producer: Cooki
Production Assistant: Juliette Houdent
Production Manager: Daisy Bray
Director’s Assistant: Khushi Patil
DOP: Jack Birtles
1st AD: Angus Bolles
1st AC: Dylan Jeffrey
Sound Recordist: Jack Moyseiyev
Key Grip: Richie Brown
Gaffer: Nik Damianakis
Production Designer: Hayden Relf
Costume Designer: Verity Mackey
Hair and Make Up Designer: Amelia Fell
Casting Agency: Byrne Creative
Casting Director: Sarah McGrath
Lead Talent: Agnes Choi, Sean Kennan, Margaret Morgan, Evelyn Creer
Animal Casting: Action Animals
Animal Trainer: Rachelle Tiah
Dog Talent: Maple
Post Production: ARC Post Production
Post Producer: Sally Quade
Junior Producer: Cheryn Frost
Editor: Laurence van Camp
Colourist: Wes Grant
Online: Jesse Meha
Sound: Rumble Studios
Sound Design: Daniel Gosskopf
Composer: Harrison Chapman
Stills: Dean Podmore
Media Agency: Alchemy One
