Fressnapf is one of the largest players in the pet store sector in Europe, but it has not managed to establish itself as a major player in the Romanian market, despite the large number of stores opened since its inauguration.

Starting from the target audience, the new communication trends, and the company profile, we concluded that courage, creativity, and a touch of humor are needed. This led us to transform little animals into main characters. They know better what they want.

Furthermore, we kept asking ourselves what pets do while their owners go out? The answer is simple: they go out too.

Role:

• Copywriting
• Strategy

Talking about a campaign to highlight various aspects of the brand and the emotions between pets and their owners, we developed a visual that balances every important aspect we had to highlight.

Another huge focus after the awareness campaign was to maintain the umbrella concept for the selling campaigns. The exact reason why we kept the visual identity, but adapted the headline using a word-pun easy to understand for the Romanian market. The word ‘party’ (petrecere in Romanian) starts with ‘pet’. We just played along with the keywords to make the brand easier to recognize.

The TVC moodboard?

We see the owners leaving the house for a Saturday night party. The first moment the dog is alone, he starts looking through a Freesnapf magazine, just like humans do with their favorite magazines. We hear a phone ringing. The dog answers with his paw, and we hear a bark—a convertible pulls in front of the dog’s house. We can’t see who is driving, and our main character comes at full speed and jumps into the car. The car disappears, and we see it again in the Freesnapf store parking lot, moving slowly with loud music.

When it arrives in front of the store, the car doors open, and all the animals, all dressed up, jump out and parade inside the store, like in a club. We see dogs, cats, turtles, parrots, and even a turtle carrying a fish in a bowl.

The store doors open, close behind our party animals, and we see the party vibe from outside.

Art Director: Adrian Simion