Mars’ Royal Canin Pet Food: Retrievers, 15sec

I wanted to make sure that you know about DDB New York’s new brand campaign for Mars’ Royal Canin Pet Food Brand, titled Details Matter, which is slated to break this week. The fully integrated program, including TV, Print, and Digital, is DDB New York’s first work with Royal Canin since winning the account in March 2014. The campaign also marks Royal Canin’s first communications initiative directly targeting consumers. For over 40 years, Royal Canin has pursued the truth of animal nutrition with obsession, conviction and passion, and most importantly, respect for the cats and dogs they serve. Launching in a cluttered category dominated by dietary fads and human misconceptions is no easy feat. So DDB pursued these same qualities when developing a campaign that provides owners with a new understanding of how precisely tailored nutrition can transform your cat or dog into a magnificent animal. The program engages consumers across a multitude of touch-points with intriguing narratives that reveal the complexity of pet nutrition and iconic imagery that captures the grandeur of each animal in exquisite detail. With an appreciation for the same level of detail that drives the brand, DDB partnered with world-renowned portrait photographer, Platon, whose vast portfolio consists of current and former world leaders, celebrities, and high-fashion models to shoot the campaign and develop a distinctive visual language for the super premium brand. Platon’s photography captures the unique physical and personal essence of his subjects, and this new work showcases his first venture into live-action cinematography.