Repositioning pet healthcare.
Pure Animal Wellbeing (PAW) is repositioning pet healthcare from treating problems to helping pets live bigger, healthier lives in a campaign via independent creative agency Princess.
The first campaign introduces three lovable troublemakers - Benji, Lola and Ruby - each enjoying what can only be described as the best day of their life.
The campaign marks a broader evolution for PAW as it reconnects with a new generation of pet parents seeking preventative, natural healthcare.
“Pets bring incredible joy to our lives, even when they’re creating absolute chaos,” said country manager Cara Davern.
“Best Life Ever celebrates those everyday moments while reminding pet parents that supporting their health means giving them the freedom to keep doing what they love.”
The campaign launches nationally across paid social, digital video and retail touchpoints.
“Launching an enduring brand platform within a social and digital first environment meant we needed to work harder to stop the thumb, and act a differently to most pet healthcare advertising,” said Princess client lead, Cece Chieng.
“Instead of starting with a problem, we wanted to start with a smile. Every pet owner has lived these moments.
“The muddy paws, the destroyed garden and the chewed-up underwear aren’t just signs of mischief. They’re signs of a pet that’s healthy, happy and making the most of every day.”
Credits
Client: Pure Animal Wellbeing (PAW)
Country Manager: Cara Davern
Marketing Manager: Nicole Zahran
Digital & Content Manager: Stephen Baylis
Marketing & Admin Coordinator: Tara Kossowski
Agency: Princess
Princess A Creative Company
Founders: Beth O’Brien, Cameron Bell, Sam Dickson, Jonny Berger
Chief Strategy Officer: Lilian Sor
Executive Producer: Renata Barbosa
Snr Producer: Christina Wilmot
Client Lead: Cece Chieng
Design Director: Josh Hart
Head of Studio: Grant Graham
Media: The Speed Agency
Prod Company: Collider
EP: Rachael Ford-Davies
EP: Tom Slater
Director: Raghav Rampal
Producer: Maddison Costello
DOP: Elijah Flores
Sound: Sonar Music
Sound Engineer: Timothy Bridge
Sound Producer: Hayley Poppy
Stills Photographer: Michael Malherbe
Offline edit: Arc
Editor: Geri Docherty
Colourist: Matt Fizz
Online: Brad Smith
