The 2023 Grand Prize Spotlight Marketing Campaign Awarded at the World’s Largest Veterinarian Conferencein Orlando, FL.
The marketing efforts for the Press Play campaign targeted pet owners who are ready to 'press play' on adventure, knowing their furry friends are going to have a blast too.
It's time to press play on adventure with Pet Paradise, where your dog or cat can have a great time with loving care, either for boarding or for routine checkups.
The core of the brand campaign is the 60-second 4k video that ran on broadcast and digital media, and was broken into social, print, in-store, and out-of-home creative.
Our social and creative teams leveraged content we captured during the video production to create social media campaigns to support the video. The 5ivecanons designers and copywriters went to work building static, video, and motion graphic ads that told deeper, relatable stories about the pet owners in the ads while highlighting Pet Paradise offers.
Press Play campaign was an integrated marketing effort, with heavier focus on digital and broadcast media. Our creative team produced many variations and cutdowns from the 60-second, including a 30, 15, and 6-second versions of marketing messages that were right on brief for driving consumers in for boarding or wellness checkups. The ads ran as paid social stories, as display online, and on Hulu and YouTube.
When producing the brand story, we shot so many beautiful, fun, and creative scenes, the client asked us to cut and prep them for social. Some of the videos and photos were used for brand or product messaging, but there were times where the content was just featured as a post or story.