Skipper has launched a fish-based pet food in New Zealand with ‘Feed Them Beautiful,’ a campaign by Motion Sickness that gives pet food the beauty-product treatment.
The seafood-only pet food was developed by Sealord as part of an initiative that uses unused fish product and waste to make a nutritionally complete pet food.
The campaign borrows from the world of beauty advertising, positioning shiny fur, clear eyes, strong nails and good skin as visible signs of a pet’s overall health.
“We wanted to take a fresh approach, challenge the petfood category norms and have some fun along the way,” says Stu Yorston, GM Business Development and Sustainability at Sealord. “The team at Motion Sickness have delivered something quite unique.”
The product is described as being naturally rich in omegas and marine collagen. The campaign encourages owners to feed their pets to support inner health that can be seen through their appearance.
The hero film is supported by beauty editorial-style assets across digital, social and out-of-home. The rollout is being handled nationwide by PHD Aotearoa.
Credits
Client: Sealord
GM Business Development & Sustainability: Stuart Yorston
Business Development Manager: Daniel Sheridan
Creative Agency: Motion Sickness
Executive Creative Director: Sam Stuchbury
Head of Strategy: Hilary Ngan Kee
Strategy Director: Emma Popping
General Manager: Alex McManus
Client Service Director: Emma Richardson
Account Manager: Mea Brown
Senior Creative: Tim Smith, Jolin Lee
Senior Designer: Imogen Temm
Artworker: Moana Peterson
Head of Production: Joseph McAlpine
Production Company: Motion Sickness
Director: Dylan Pharazyn
DOP: Adam Luxton
Production Designer: Jamie-lee Harding
Stylist: Courtney Joe
Editor: Damian Golfinopoulos
Grade: Matic Prusnik
Online: Stu Bedford
Photographer: Josh Harvey
Music Composition: Max Scott
Brand and Packaging Design: One Design
Media Agency: PHD
Business Director: Matthew Didovich
Digital Director: Lily Lavas
Digital Planner: James Thomson
Senior Account Manager: Emma Gribble
Creative Integration Lead: Philippa Allnutt
