Pet owners are reported to be more likely to reduce food, transportation, healthcare, housing, and even insurance before cutting down on pet-related expenses. Likewise, studies show furry friends can boost and improve mental health.
To celebrate this special, two-way relationship, leading petcare brand Hartz, owned by Japanese CPG giant Unicharm, as well as creative and media agency of record Cutwater, with offices in San Francisco and New York City, have partnered together to launch a heartfelt, social-forward campaign.
The campaign, entitled “Unconditional Love Confessions”, captures pet parents admitting the peculiar behaviors and constant needs they secretly find endearing about their dogs and cats. The narratives follow a mockumentary-style and feature a diverse lineup of pet families within indoor and outdoor settings. The creative equally embraces the challenges and rewards of pet ownership. The pet habits and quirks are rooted in universal truths.
The confessions include: remembering a dog’s birthday over a husband’s; enjoying leg and foot licks directly after a shower; feeding a jealous fur baby in a high chair; dressing up a furry friend in fashionable attire for every event and outing; bonding with an elderly, furry companion through howling; supporting a pet with excited pee; and raking leaves just to create a huge pile to play in, to name a few.
A vast and robust content library, anchored by a series of social films, will run across paid and owned channels. The pieces were brought to life by director John Irwin of GOOD MEASURE, who spearheaded production and editorial.
