Campaign from ilume Focuses on Helping Your Dog to ‘Stay’ Longer

Turning the classic command “stay” into “stay longer’.

Dog food/tech startup ilume, and 72andSunny Sydney have teamed up with animation veteran Tobias Fouracre for a new campaign about the importance of your dog’s nutrition.

According to the campaign, feeding your dog the right way can be problematic with nearly 50% of all dogs in Australia being overweight or obese, and sadly millions of them dying way before their time.

So, instead of kibble and carbs, dogs on the ilume plan receive the right amount of proteins and vegetables to lead long and active lives.


“Our idea was to reframe the dog command ‘stay’ from being ‘stay there’ to ‘stay longer,’” said Luke Martin, ECD of 72andSunny Sydney.

“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.”

Fouracre directed the stop motion animated film and created the characters. The veteran of the animation industry has previously worked with Wes Anderson and Tim Burton as lead character animator on Corpse Bride, Fantastic Mr. Fox, Frankenweenie, and animation supervisor on Isle of Dogs. All four films have received Oscar nominations for best-animated feature. The film’s soundtrack was scored by Emmy award-winning composer Keith Kenniff.


The campaign also includes outdoor posters that challenge perceptions of how dog food is made and the marketing tricks used.

“It’s much more than the TVC and we hope to shine a light on the change we want to see and be,” said Craig Silbery, CEO of ilume.

“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.”

A full-page open letter to the industry also announced a million-dollar fund from ilume that will be used to study nutrition for domesticated dogs and invites scientists and researchers to submit research ideas for grants. The findings will be available to the entire industry.

The campaign was a collaboration between ilume, 72andSunny Sydney, Hatched (media) and Thrive (PR). It launched in Australia on Sunday night.


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

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