In a category rife with cute animal clichés, PetSmart needed a big idea to re-launch their brand. So we focused not just on pets, but on pet parents — that is, owners who treat their animals like members of the family (and in some cases, better.) This led us to the idea of “pethood” which turned into a full scale rebranding from in-store to online and all points in between. The work launched nationwide during the Oscars and was featured in Fast Company, Adweek and the New York Times – eventually gaining over 120 million impressions. ‘Cause that’s what happens when you mix Christopher Guest, funny celebrities, and yes, cute puppies.
case study film (individual episodes below)
DIRECTOR | christopher guest (GO films)
EDITOR | gavin cutler (mackcut)
magazine (with doggie bag insert)
ep 1: stanley is five
ep 2: smoothie & alamoochie
ep 3: pepper
ep 4: whatshisname
ep 5: don’t mess with this lady
ep 6: nooks & crannies
ep 7: gus the gourmand
ep 8: master and apprentice
scott brewer + ryan carroll (gcds) | ross aboud (cd/partner) | james hoke + tony vinh (acds) | scott chalkley + morgan mcdonald (cw/ad) | ryan warner + matt garcia (cw/ad) | maxx delaney (cw) | ben harman (lead designer)
PETSMART/TRAVEL SITE PARTNERSHIP // Traveling with kids can be hard. So we created a booking banner that helped lead pet parents to the PetsHotel right at the moment of a vacation purchase.