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).”
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Credits
Client Kaytee Agency Droga5 NY Scott Bell, chief creative officer; Tara Lawall, executive creative director; Nicholas Bauman, Bastien Grisolet, creative directors; Blake Morris, sr. copywriter; Josh Harris, Ethan Bennett, sr. art directors; Ted Pedro, art director; Ross Norton, copywriter; Jesse Brihn, co-head of film and content; Ange Ong, sr. film producer; Michael Ladman, sr. music suervisor; Brandy Ricker, Brad Nayman, music supervisors; Colleen Leddy, chief engagement officer; Kat Rucco, gropu communications strategy director; Emily Steven, Julia Agger, communications strategy directors; Emily Banasynski, sr. communications strategists; Andy Littlewood, chief knowledge officer; Anthony Khaykin, group data strategy director; Caroline May, sr. data strategist; Erik Smith, data strategist; Keir Moreano, group strategy director; Justin Engel, brand strategy director. Production Company m ss ng p eces Nick & Charles, director; Guillermo Navarro, DP; Brian Latt, managing partner; Edward Grann, exec producer; Rebecca Davis, head of production; Julie Lee, line producer; Sarah Kugelmass, production designer. Editorial Work Editorial Anne Perri, editor; Fatos Marishta, assistant editor; Victor Medina, producer; Chris Delarenal, head of production; Alejandra Alarcon, exec producer; Erica Thompson, U.S. managing director. Telecine Company 3 Nick Metcalf, colorist; Julia Paskert, Katie Andrews, color producers. Post/VFX Method Julia Paskert, exec producer; Kristin Engdahl, Jen Doyle, VFX producers; Rob Walker, creative director; Mark Popham, Patrice Langue, Flame artists; Trevor Brashich, assist. Music Music Box Licensing Paul Amos, composer; Will Bangs, creative director. Music Citizen Music Song: “Always Discovering Away” Audio Post/Sound Design Sonic Union Joe O’Connell, sound designer/mix engineer; Dan Arnes, Alex Thiel, assistant engineers; Patrick Sullivan, head of production
Helping to mark International Human Rights Day (12/10), Amnesty International has once again joined forces with ad agency Cossette to launch its annual “Write for Rights” campaign—an initiative that proves writing really can set people free.
Every year, thousands of people around the world take part in this global movement by writing letters of solidarity to individuals unjustly imprisoned and denied their most basic rights. The results speak for themselves: over 75% of cases supported by the organization result in a release.
This year’s campaign in it 25th edition puts a spotlight on that real-world impact. Cossette and Amnesty are sharing the powerful stories of people who regained their freedom thanks to past letter-writing efforts. Using striking visuals, the campaign recreates the emotional moments of their release through portraits illustrated entirely with typewriter characters. Each image, crafted by U.K.-based artist James Cook, is infused with authentic excerpts from the very letters that helped change their fate.
“James’s work immediately spoke to us. The idea of reconstructing these real moments of liberation using the very words that made them possible beautifully captures the emotional force of writing,” said Philippe Leblanc, art director at Cossette.
The campaign began running across Quebec in late November and will continue to mid-January, with placements in local out-of-home, print, and radio media. This film captures the essence and spirit of the campaign.
