Stinky dog breath can be the first sign of serious dental disease in our canine companions, but a new humorous campaign for Prozym Dental Sticks shows owners how their favourite pooch can become ‘kissably clean’ with good doggy dental hygiene.
Tech-driven media and advertising agency Affinity was tasked by Ceva Animal Health to launch its Prozym Dental Treatment range in the Australian market – one which is dominated by dental ‘treat’ products rather than effective treatment options.
Research shows that if humans are suffering the effects of bad dog breath then their four-legged friends may be showing the first signs of periodontal disease, which affects 80 per cent of dogs over three years old.
Affinity turned the negative of bad dog breath into a positive for owners who treat their pooch with Prozym Dental Sticks by capturing the fun moments when canines and humans show affection for each other with those awkward licks on the face, lips and even mouth. The tagline reads ‘Fresh breath. As tested on humans’.
Award winning photographer Andreas Bommert, who has worked on brands including VW, Optus, Panasonic and Energy Australia, captured three of those special up close and personal moments between owners and man’s best friend for the campaign which will run online and in-store.
Marcus Tesoriero, creative director at Affinity said: “We all know those dog owners who awkwardly don’t hold back when kissing their dogs, so we wanted to focus on this insight to drive home our benefit of fresh breath. Our client was courageous enough to support our vision and we believe this work will provide a strong platform to launch Prozym in the Australian market.“
Amy Chong, brand manager at Ceva Animal Health added: “We are really excited to launch Prozym. So much work has gone on behind the scenes and Affinity have done an amazing job pulling it all together. The agency has developed an insightful new brand positioning which will stand out and create a strong personal connection with dog owners.”
Agency: Affinity, Sydney
Creative Director: Marcus Tesoriero
Art Director: Charles Grant
Copywriter: Marcus Tesoriero
Head of Design: Mark Clayton
Design: Carlie Smith
Director of Strategy: Angela Smith
Head of Business Management: Cheyne Oxford
Business Manager: Annalise McDonnell
Business Executive: Thomas Smyth
Photographer: Andreas Bommert
Producer: Grant Navin