Vidsy + CRAVE
TREATS & CARE
The Brief
For this brief, we’re talking to dog owners about the NEW Treats and Care range from Crave. Here, we’ve taken learnings from the previous briefs as well as producing new YouTube bumpers that align with the platform’s creative best practices. Objective is Awareness with KPI set as VTR.
Learnings
The learnings that we’ve taken from Crave’s previous dog-centric ads and applied to this brief are as follows:
Environment - To satisfy a dog’s nature, we have to show that very nature. Therefore, we’ve used previous asset themes such as weather and outdoor stock photography to convey just that.
Energy - The dog’s we are targeting have a more active lifestyle than most and so we have again incorporated dynamic and quick animation to our graphic elements and transitions.
Branding - We’ve played to the brand’s strength with pithy and direct messaging and a simple and effective colour palette.
Awareness - Both products and branding are all featured within the first couple of seconds to align with our awareness objective.
Approach
The content within the showreel below is broken into 2 different creative routes. These are as follows:
Data-Dawg 🤓 - Here we showcased the range of products (Chunks, Chews & Strips) by matching their numerous key benefits with numerous types of dogs. We promoted inclusivity by using playful labels for types of dog such as ACTIVE and SMALL, rather than types of breeds.
Fur-Ever Friends 👨🏼👩🏻🐶 - Here we portrayed shared interests between our active owners and active dogs to promote one product from the range. This allows us to test more inspirational images whilst keeping the brand’s outdoor and energetic branding.
YouTube Bumpers
This is the first time we’ve created YouTube bumpers for Crave and therefore have followed their creative best practices. These are:-
Single Purpose - Focusing on one quick delivered message. This could be one product, one scene, one benefit or even on type of animation.
Simplicity - Keeping flows and visuals as simple as possible. This keeps the video less busy and therefore message can be easily digested.
Emotion - Making the video as impactful as possible. This could be soft and inspirational or even highly energised. All to lock in the viewer as quick as possible.
Delivery + Next Steps
You have 21 to choose from
Please select your favourite 12 x videos - 3 from each showreel.
You have 2 round of amends (if required)
We will then reformat chosen stories (9:16) into 4:5
Please note: When referencing videos please use the code (E.g. ZFLD_XXXX)
DATA-DAWG
FUR-EVER FRIENDS