CALABASH, ASPCA TEAM ON ANIMATED CANINE PSA
As any dog owner knows, our beloved furry friends will eat anything, or will attempt to anyway. To protect man’s best friend, Chicago-based Calabash turned out this animation PSA for the American Society for the Prevention of Cruelty to Animals and agency FCB Health NY.
The work can be seen on the ASPCA’s website, YouTube, Instagram and TikTok.
The spot is centered around a country-rock earworm of a jingle with the lyrics: “Dogs eat anything, dogs eat everything, dogs eat crazy things!” A montage, courtesy of Calabash, shows wacky cartoon dogs eating everything from wedding rings and rotten food to live electrical wires and hilariously repulsive items.
Sean Henry, Calabash executive producer, said, “FCB came to us with this great idea and a really funny song, which we all connected with as dog owners ourselves. They had some wonderful characters and gags already sketched out, but also gave us the opportunity to contribute our own dog designs and crazy scenarios. Of first importance, the agency needed to develop these dogs as characters and expand their use beyond the TV spot and into social, print, mobile, etc. Character design is in Calabash’s DNA, and we welcomed the opportunity to work closely with the creative team to give these characters life and personality that could extend their presence beyond this singular campaign.”
ANA WORD OF THE YEAR: “INCLUSION”
“Inclusion” is the ANA’s (Association of National Advertisers) Marketing Word of the Year for 2022.
Last year’s ANA Marketing Word of the Year was “Diversity,” an indication of the level of importance in which the marketing community views Diversity, Equity, and Inclusion (DEI) issues.
According to the ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM), inclusion is “the act of being seen, heard, understood, and respected for who we are as individuals and within a group, structure, or system.” AIMM defined diversity as “understanding and recognizing each other’s unique qualities, perspectives, and similarities that shape who we are as an individual or in a group.”
Since 2014, the ANA has surveyed its committee members to select the Marketing Word of the Year.
“It’s clear from the last two annual votes for the Marketing Word of the Year that DEI is front and center in the mind of marketers,” said ANA CEO Bob Liodice. “And that’s how it should be. It’s abundantly clear that our industry is serious about addressing these issues and solving the problems they cause for our communities.”
Runners-up in the ANA 2022 Marketing Word of the Year voting were “hybrid” and “metaverse.” Inclusion, however, was the top vote-getter by a solid margin.
In addition to diversity, previous ANA Marketing Words of the Year have been pivot (2020), personalization (2019), brand purpose (2018), artificial intelligence (2017), transparency (2016), content marketing (2015), and programmatic (2014).
This year, voting was done online between November 22 and December 2. In total, 367 ANA members participated.
PEOPLE ON THE MOVE….
Alkemy X has promoted Jep Hill to executive creative director, VFX after joining the company in 2021 as VFX creative director and head of imaging. With over 25 years of visual effects experience, Hill takes on a new role which will include holistic creative and logistical oversight of the VFX department, including client relationship management, talent management and development, and quality assurance across all of Alkemy X’s VFX output. Hill has worked in varied capacities over the years, including a stint as a CG supervisor at ILM. His credits include Armageddon, The Polar Express, The Lord of the Rings: Two Towers, Mighty Joe Young, The Giver and Spiderman: Homecoming…..
