Here’s a gift that should set your tail wagging—whether you’re a dog or just a dog’s best friend.
Mars-owned Cesar, a provider of canine cuisine, teamed up with agency AMV BBDO in London to produce matching holiday sweater sets for pooches and their owners.
But the creatives didn’t stop there. They came up with a rather elaborate way for dogs to actually designed Cesar’s “Twinning” collection—with a little help from their two-legged friends, of course.
In the video below, we visit a custom-built “Doggy Design Studio,” where, at high-tech activity stations, a Westie, Border Collie and Labradoodle traversed tunnels, leaped over hurdles and waggled their hind quarters for all they were worth. Digital sensors analyzed such muttley moves, and the resulting data determined the colors, textures and details of the sweaters. (Barks were transformed into “woof wave” patterns stitched on the sleeves, naturally.)
No design perks for leg humping? Bah humbug!
“Dog behavioral experts helped us develop the proposal, and the obstacles were designed around the dogs’ natural behaviors,” says AMV BBDO art director Dal Almeida in this making-of clip, which does a good job of explaining how it all came together:
Fashion consultant Clinton Kelly will support the push with social posts, posing with his Jack Russell Terrier in their matching yuletide Cesar sweaters. (What Not to Wear indeed!)
Using the dog-designed patterns, 9,400 acrylic sweater sets were produced, in small, medium and large sizes for both people and pets. They’re available through Dec. 5 via a sweepstakes on Cesar’s website.
And if the “Twinning” concept feels doggone familiar, that’s because it represents an evolution of Cesar’s similarly themed “Matchy Matchy” holiday push from 2016.
Agency: AMV BBDO
Global Chief Creative Officer: David Lubars
Creative Directors: Alex Grieve & Adrian Rossi
Copywriter: Michael Hughes
Art Director: Dalatando Almeida
Agency Planner: Lola Finney-Neves, Imogen Mead
Agency Account Team: Jonny White, Ella Dolding, Poppy Wilson, Joshua Solana, Nicolas Pignatelli, Emily Frost
Agency Producer: Greg Kates
Production Company: MediaMonks
Director: Tom Rijpert
Production Co. Producer: Andy Hopkinson, Rogier Dorant, Lennart Deen
Post-production Company: The Mill
Photographer: Michiel Spijkers
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