A dug-up flowerbed, muddy paws and underwear stolen from the laundry basket are not usually the scenes pet healthcare brands use to prove that their approach works. For Pure Animal Wellbeing (PAW), however, they have become the simplest indicators of a dog with enough energy to spend the day swimming, running, digging and making a mess around the house.
The Australian brand has placed this idea at the centre of its new long-term platform, Best Life Ever, developed with independent creative company Princess. Instead of beginning with an illness that a product should alleviate, the communication starts with what preventative care should enable: another walk, another swim and another attempt to sneak something out of the house that does not belong to the dog.
The platform’s first campaign features Benji, Lola and Ruby, three dogs whose days are presented in short films adapted for social and digital channels. A Cavoodle charges through flowers, gets into the water and rolls in something suspicious. After swimming and running, a Labrador still has enough energy for an evening walk, while a Border Collie steals food, chews a houseplant and ends up on the sofa with Dad’s underwear in its mouth.
Each film concludes their mischief with the same statement: today was the best day of their life, and the brand’s products should help make tomorrow just as good. NutriDerm Shampoo & Conditioner, OsteoCare Joint Protect Chews and DigestiCare Pre + Probiotic Powder are therefore connected with skin, joint and digestive health, but their role is not explained through a list of ailments. The products appear as support for the activities dogs already love.
Best Life Ever also marks a change in how PAW addresses a new generation of owners interested in preventative care, natural ingredients and veterinary expertise. The platform is based on the idea that pets live shorter and more intense lives, which gives an ordinary walk, a swim or a sudden sprint around the house greater value than their owners sometimes realise.
The campaign is active in the Australian market and is being distributed through paid social media, digital video and retail touchpoints. Creative production was handled by Collider, the films were directed by Raghav Rampal, media is handled by The Speed Agency, and sound was produced by Sonar Music. In their version of preventative care, the result is not a perfectly tidy home, but a dog healthy enough to turn it into a mess all over again.
