ilume launches locally with spot from Isle of Dogs animator via 72andSunny

Pet tech meals model ilume has launched its first Australian marketing campaign with inventive by 72andSunny, media by Hatched and PR from Thrive PR.

The marketing campaign comes simply two months after the pet tech firm chosen 72andSunny to deal with its inventive account in Australia.



The new model platform, ‘give your dog longer’, utilises a play on the command ‘stay’, pointing to ilume’s disruption of the pet meals business via its scientifically backed vitamin and life-style monitoring designed to enhance and lengthen the lifetime of pets.

The 45-second cease movement spot was directed by Tobias Fouracre, a veteran of the animation business who has beforehand labored with Wes Anderson and Tim Burton as lead character animator on Corpse Bride, Fantastic Mr Fox, Frankenweenie and animation supervisor on Isle of Dogs. The movie’s soundtrack was scored by Emmy award-winning composer Keith Kenniff.

The spot depicts a montage of scenes of a younger woman enjoying along with her canine in a number of coronary heart warming scenes. At the top of the spot, the woman tells her canine to ‘stay’, embracing the canine in a hug. As the spot concludes, a male voice over states “Dogs should stay longer. With fresh meal plans based on their activity data, they can”.

The spot shall be supported by OOH, DOOH, PR, an audio partnership with Nova and social, every driving canine homeowners to the web site to study extra and join a free trial.

An instance of the outside execution

The marketing campaign additionally features a full web page open letter to the business asserting 1,000,000 greenback fund from ilume that shall be used to check vitamin for domesticated canine and invitations scientists and researchers to submit analysis concepts for grants. The findings shall be accessible to your entire business.

Luke Martin, ECD of 72andSunny ANZ, stated: “We’re an agency of dog lovers, so we just clicked with the ilume team. Our idea was to reframe the dog command ‘stay’ from being ‘stay there’ to ‘stay longer.’ From there, we knew we had something powerfully simple. We just needed the right person to film it. And when we managed to land Tobias, the animation supervisor of four Oscar nominated movies, we knew we were in safe hands. We’re absolutely thrilled with the finished product and overall campaign.”

Craig Silbery, CEO of ilume stated: “This is a campaign straight from our hearts, for dogs everywhere. It’s much more than the TVC and we hope to shine a light on the change we want to see and be. 72andSunny are perfect partners for us. Not only did they help redefine our purpose as a company, but they worked tirelessly and with all their hearts to make something truly epic. We couldn’t be happier!”


Client: ilume
Agency: 72andSunny
Director: Tobias Fouracre
Production Company: Rowdy
Music: Keith Kenniff
Sound design: Otis
Media: Hatched
PR: Thrive

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