Pet food brand offers custom diets for your animal companion
Royal Canin offers 200 different formulas for cat and dog food for your pet's special needs.
The video and print series by DDB New York is shot by photographer Platon in his signature high-key black and white style.
Two golden retrievers do what dogs do in the TV ad, and a voiceover discusses why the dogs have different needs. The high-key look renders the dogs almost identical in appearance while the narration explains they have different dietary needs.
A print campaign supports the TV ads, which identify unique traits of a breed of cat and dog. Unless you have a subscription to "Cat Fancy," you wouldn't know that a Maine Coon cat has two coats of fur and needs special nutrients.
The campaign will run in select markets nationwide through August 9.