72andSunny Launches Ilume, A Dog Food Tech Start

72andSunny Launches Ilume, A Dog Food Tech Start

    A new campaign from 72andSunny has introduced dog food / tech start ilume to Australia, spearheaded by a stop motion animated film.

    ilume combines scientifically backed nutrition and lifestyle tracking to improve and extend the life of pets, and are being introduced to the Australian market through a mixed campaign release including posters, audio partnerships, and the aforementioned film.

    The film was directed by Tobias Fouracre, who has previously worked on movies such as Corpse Bride, Fantastic Mr Fox, Frankenweenie and Isle of Dogs.

    A full page open letter to the industry also announces a million dollar fund from ilume that will be used to study nutrition for domesticated dogs and invites scientists and researchers to submit research ideas for grants.

    Luke Martin, ECD of 72andSunny ANZ, said “We’re an agency of dog lovers, so we just clicked with the ilume team. Our idea was to reframe the dog command ‘stay’ from being ‘stay there’ to ‘stay longer.’ From there, we knew we had something powerfully simple. We just needed the right person to film it. And when we managed to land Tobias, the animation supervisor of four Oscar nominated movies, we knew we were in safe hands. We’re absolutely thrilled with the finished product and overall campaign.”

    Craig Silbery, CEO of ilume said: “This is a campaign straight from our hearts, for dogs everywhere. It’s much more than the TVC and we hope to shine a light on the change we want to see and be. 72andSunny are perfect partners for us. Not only did they help redefine our purpose as a company, but they worked tirelessly and with all their hearts to make something truly epic. We couldn’t be happier!”

    The campaign was a collaboration between ilume, 72andSunny ANZ, Hatched (media) and Thrive (PR).

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