Petcurean, an independent Canadian pet food manufacturer, is launching its new “Savour Every Moment” campaign with a short film that’s getting a New York debut.
The four-minute film, also titled Savour Every Moment, was created by Keith Hopkin, the Brooklyn-based filmmaker behind the viral video Dogs in Cars. It will be screened on April 27 at the Tribeca Family Festival Street Fair, which takes place during the film festival.
The goal of the campaign and film is “to help pet owners rediscover the simple joys of life by seeing the world from their pets’ point of view,” said Jessica Holtz, marketing manager at Petcurean, based in Chilliwack, B.C. “Dogs and cats seem to possess this inner secret to enjoying life. They’re able to savour every single moment of the day – all the fun, silly, loving and playful moments.”
Hopkin had creative control on Savour Every Moment and there’s no Petcurean branding in the film – just a mention in the credits. “It’s very artistic,” said Matthew Clark, principal and creative director at Vancouver-based Subplot Design, which created the campaign. “It’s significantly more of a film than it is an ad, and it isn’t overly marketing driven at all.”
Petcurean has used short film as a promotional medium before during its 2012 campaign.
The film debut is being promoted with banner ads headlined “Tribarka” on the Tribeca Film Festival website. Petcurean will also hand out postcards to festival-goers with pet-inspired quotes like “When you’re happy, don’t forget to tell your face,” “Napping is beauty sleep for the soul” and “Eat like nobody is watching.” The postcard also has information on the campaign and a drive to Petcurean’s Facebook page.
As part of the campaign, Petcurean is inviting pet owners to share pictures, poems and stories about how they “savour every moment” with their pets on the Facebook page. Fans are invited to vote on their favourite submissions and those with the most votes will have the chance to have their pet featured in an upcoming ad campaign, win a GoPro camera kit or one year of free dog or cat food from Petcurean.
Toronto-based Harbinger is handling PR duties.
