Don't Just...

Bella + Duke

Overview

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Our third production with Bella + Duke, and our favourite to-date. Where our previous
campaigns for Bella + Duke in preceding years were focused on the warm, caring
and intimate experiences of pet ownership, this one took a colourful turn.
Bold, bright and funny, this campaign for Bella + Duke’s new rebrand played an
essential role in communicating their revitalised tone of voice and visual style to new
and existing audiences. It placed emphasis on providing fresh, high quality raw food
for your pets, so that they can live healthier, happier, absolutely extraordinary lives.
When you feed your pet Bella + Duke, they don’t just live their lives. They shazzizzle,
strut, dine and adventure.
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The Challenge
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Bella + Duke returned to us for a third campaign, before the launch of their new
rebrand, to create some special cross-platform assets to reflect this new messaging.
They had the bold, frame-filling no-bs font, and the eye-catching palette. It was up to
us to bring their new messages to life: to communicate that life fuelled by Bella +
Duke is a life lived on the wild side, a dream come true.

Our role:
  • Creative
  • Storyboard
  • Production
  • Post-production

The ads would primarily be aired on Youtube unskippable, whilst having an initial
stint on linear TV to kick-start that trust-factor that still hits best on our traditional old
tellies. They would be edited down into short duration vertical formats for online use
on Tiktok, Instagram, Youtube Shorts and Facebook.
The take-away was that this launch would be big, and to live up to that the creative
had to be equally big enough to make a real splash. We got to work putting together
a dream team, producing a 3 day studio set build, with 7 total cats and dogs!

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The Result

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…A suite of over 50 deliverables in formats ranging from 6 seconds Youtube
bumpers, to the full 30 second clocked TV adverts, and more aspect ratio versions
than you could count on your cat’s fingers and toes. The key was the modularity of
the creative – with 6 different dream scenarios, they could be cut down or brought up
to almost any length, allowing the client to test and choose the most performant
scenarios.

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In the end, Ark the beautiful long-haired Afghan hound won out, and he became the
start of the show on TV. But the client’s feedback on performance was clear: the
entire suite of deliverables was built for socials, to support the TV ad, and they were
seeing the effects of that clearly in results. The TV ad playout had a halo effect over
socials, lifting it up to perform at its best.
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Majestic, stylish, and flamboyant; these ads aren’t any you'd forget in a hurry. We're
so proud of the dreamlike finish and the amazing animals (and humans) that brought
this project to life.

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