Wunderman Thompson in London has partnered with the Royal Horticultural Society (RHS), the U.K.’s largest gardening charity, to launch the “We Speak Plant” campaign. Centerpiece of the campaign is this lighthearted animated film, directed by Catherine Prowse via Blinkink. where disgruntled plants air their grievances about the problems they encounter at the hands of gardeners–from being watered too much to being stuck in the shade. The solution? Gardeners need to “speak plant” and the RHS can help them to do it.
The campaign, which also features a new visual identity for the charity created by fellow WPP agency and partner, Design Bridge, represents a shift in how RHS communicates regarding its public gardens, community gardening programs and sustainable gardening science.
Tom Drew, executive creative director at Wunderman Thompson U.K., said, “’We Speak Plant’ allows the RHS to talk to all their audiences, across all their touchpoints with one voice. It’s a beautifully integrated idea that inspires and educates in equal measure. My kitchen basil plant may yet survive!”
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Credits
Client Royal Horticultural Society (RHS) Agency Wunderman Thompson London Tom Drew, executive creative director; Anders Wendel, Elliot Tiney, creatives; Clare Wilson, creative director; Charlie Woodall, producer. Production Company blinkink, London Catherine Prowse, director; Bart Yates, exec producer; Sami Goddard, producer; Anna Argiros, production coordinator; Henry St. Leger, character design; Mysie Pereira, storyboard artist; Max Halstead, DP; George Warren, camera operator; Jonny Sabbagh, Will Harper, puppeteers; Ben Cote, art director; Beattie Hartley, Areeya Bass, Brin Frost, art dept. assistants; Lulu Senft, Rosie Tonkin, prop makers; Tim Jenkins, animal handler (Toolbox: puppets, stop motion) Postproduction OKAY Studio Bevis Jones, VFX supervisor; Holly Tidwell, postproduction producer; Charles Gamble, editor; Ruth Wardell, colorist.
Minties® is taking on dog breath again. And this time, it’s personal.
Back in November, PetIQ’s Minties boldly declared “Dog Breath Is Over” in a newsbreak-style ad that introduced Minties FreshBitesTM--a line of innovative, chewy dog dental treats with that can be offered throughout the day for a long-lasting chew, so nothing gets between you and your dog in your closest moments. America responded by buying new Minties FreshBites by the millions, exceeding the brand’s most optimistic forecasts.
So Minties and independent creative agency TiNY (the team behind the “Dog Breath Is Over” campaign) are following up on this story. And this time, it starts at Minterventions.com. “‘Dog Breath Is Over’ was the big message,” said Jissan Cherian, PetIQ’s chief marketing fficer. “Minterventions makes the message personal. If you’ve got a dog with stinky breath, we want to hear from you.”
TiNY turned out two new spots for the Minterventions phase of the campaign. The first is this one titled “Cabbage” which features a dog named Mollie and an extendable hand. Why the extendable hand? “Mollie’s breath smells like she ate a skunk (who also has bad breath).”. A voiceover then asks the question at the center of the campaign: “Does your dog need a Mintervention?” Minties FreshBites is the answer, of course.
Both spots were directed by Evan Silver of Reform School and edited by Tina Mintus out of Northern Lights in New York City. (Silver is an alum of SHOOT’s 2007 New Directors Showcase.)
“It starts with a real, relatable problem,” said Mike Rovner, TiNY partner and chief creative officer. “That’s the TiNY way--we help clients build worlds they can live in. Once you set up the rules of the world, you can have... Read More
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