The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Television & VOD / Short Form - Series
Annual ID
OS22_FI043M
About the Work
For over half a century, Petco has been a trusted source for pet supplies and knowledge. But over the years, the brand has gotten lost in the clutter of the pet-care category. The ambition was to reintroduce Petco to the world as the health and wellness company for pets. The thing is, at first glance, pet health and wellness is something that can easily be dismissed as intimidating or overwhelming. This is largely because it’s hard, as humans, to know what our pets really need. So how do we help people not dismiss the idea? The answer was simple: help people put themselves in their pets’ shoes and consider pet well-being as they would their own.
A series of films titled “It’s What We’d Want If We Were Pets” disrupt the conventions of the pet category by replacing pets with people to talk about all five dimensions of health that actually matter to the well-being of our pets. From physical health, like proper nutrition and exercise, to mental health, and the signs and solutions to help. The absurdity of people personifying pets allowed us to very simply explain to pet parents what the best health and wellness looks like—and how Petco can help provide the same level of care they’d expect for themselves. Each film in the series unfolds with absurdity, as people talk about their wants and needs in strange ways, until you realize at the end of the films that instead of watching a human speak, you’ve been listening to a dog. A cat. Or a fish. The punch line being a reveal of pets now sitting where people were previously positioned.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Droga5 / New York
Client / Brand
Petco
Production Company
Dummy / New York
Music / Sound Production Company
Heard City / New York
Found Objects / New York
Post Production Company
The Mill / New York
Chief Executive Officer
Ron Coughlin
Animal Safety
American Humane Society / New York
Editorial
Arcade / New York
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