Royal Canin 'Details Matter' by DDB New York

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.

Credits

President
Associate Creative Directors
Executive Producer
Chief Strategy Officer
Group Account Director
Account Supervisor
Art Buyer
Director
Production Company
Producer
Editorial
Editor
Executive Producer
Composition title
Music Supervision & Original Composition by
Music Supervisor
Creative Director/Animation
Executive Producer

Featured in this story

GET YOUR CAMPAIGN DAILY FIX

The latest work, news, advice, comment and analysis, sent to you every day

register free