Droga5 NY has launched a campaign for Kaytee, a Central Garden & Pet brand. The centerpiece of the campaign is this mockumentary called Small in Show featuring celebrity, comedian, and animal enthusiast Rainn Wilson.
The film introduces us to Wilson and his pet guinea pig Kenneth. Wilson is entering Kenneth into the Westminster Kennel Club Dog Show–all in an effort to give a bigger stage to small animals.
As a brand in small pet nutrition and products and an expert in small animals and birds for more than 150 years,
Directed by Nick & Charles via production company m ss ng p eces, Kaytee’s five-minute documentary features Wilson meeting a dog show trainer, a dog show stylist and a veterinarian to get his guinea pig in the show. The film closes with Wilson creating his own “Small in Show” competition, the first-ever celebration of small animals and birds.
Tara Lawall, executive creative director, Droga5 NY, said, “The ‘All for the Small’ platform aims to champion small animals in a relentless and unapologetic way. This idea came from a simple insight that dogs and cats get all the love, but when it comes to small pets, they don’t get the credit they deserve. We wanted to figure out how to give small animals a moment on the big stage and there is no bigger stage for pets than the Westminster Dog Show. Rainn Wilson was the perfect choice to bring this campaign to life, being a proud pet owner of two guinea pigs (as well as a farm filled with rescue animals, including a zonkey).”
