Here is a great ad created by Campaigns and Grey Makati honoring what could be one of the most underrated films of all time starring Richard Gere and was, on interesting note, based by a true story in Japan, Hachiko. I could remember watching this with my family one silent night and you could just laugh out loud how we would hide our tears from time to time, and by the end of it all, our eyes were so sore it would seem we just survived a street riot that ended with painful teargas explosions.
I could still remember how our Golden Retreiver-ish dog Cyber used to sit beside me in our front porch after a long school day and then his happiness would rub off on me. Man, I could remember how I would've wanted to miss school the day I knew it was his last. Dogs are the bestest best friend you could ever have. They will never judge, never nag, never fight you unless you try to inject them which is a natural instinct to protect themselves. I have to hug our dog so tight the day we took him to the vet just have him vaccinated.
I cried in the middle of a youth conference when I've learned that our chocolate brown dog Macky had passed away, To people who think they are just stinking, loud, ungracious things, you would never understand the pain it brings to lose a furry family member.
I could still reminisce how I would spend the afternoon biking in the neighborhood with Zack and Hans and how these two would hug me every time I come home from work, and how Brownie, one of the bravest we've had, would go to extraordinary lengths to secure our home.
We had lots of other furry heroes that taught me that there is evil in this world and that we need all the protection we can to deter it. And if it means you get so much bliss and happiness along the way, then so be it. I'm not encouraging you to drive to the nearest pet store and get a dog this instant, having one curtails a lot of preparation, hard work, patience, money and as much time as it would to take as a newborn baby. Remember, not all homes need dogs but every dog needs a home.
Take a moment to look at the details of the artwork and how tragically beautiful the copy is. You can feel the pain all over again. Good call Nutrience!
"At a train station, Hachiko waited for his master to be back from work. He kept on even after the man's death, rain or terrible snow, for 9 years until the faithful Akita waited his last. This is just one of the many canine deeds when a man's greatness falls short of a dog's goodness. To painstakingly come out with a really good doggie meal is one small way of giving back."
The genius is in the details.
One way to make your product known is to capitalize on emotional branding, appealing to your target audience's state, needs and aspirations and Nutrience surely hit home by making you feel the pain all over again while incorporating the fact that creating such a product was a noble cause to help all other Hachikos out there. While it is a dangerous move to make, it is a risk worth taking, and once you execute as well as this campaign then the pay off will reflect on how much positive feedback you get from the community you serve. The sleepless nights and the hunger pangs the teams had to endure behind these campaigns should be worth it as the artworks gets distributed in different media across the shelves and glossies of this nation.
When an ad effectively provokes emotion, they have done their job for the day. The bond they have created with the market will make them stand out and in an industry where known brands have dominated households, it pays to tug the hearts of dog owners and dog lovers to get noticed and then you can sell at a later point.
As if that ad was not enough, I present you two more variations that will make you grab your tissue boxes.
"An unwanted mongrel was looking for shelter. A humble couple gave it a home. And the mangy dog they saved paid up. She used her own face to stop a motorcycle from crushing the couple's little girl. Kabang recovered. Still the ever vigilant dog, all heart with only half a face.
"Somehow, our product concept celebrates dog virtues that at times we find greater than what the best of us can give."
"The Western Front saw fur and four legs in action. A wet nose saved an entire regiment from blinding gas attacks and German spies. Slobbering became the comfort of the wounded. In all 17 battles, Sergeant Stubby made front page during World War I.
"Deserving no less than the Purple Heart, we can only honor courage not with K-rations but with sincerity, science and awe combined."
Hats off and my respect to Campaigns and Grey Philippines team.
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