The Schmakos brand is launching an online content series featuring candid interviews with the dog breeds of Australia. Entitled ‘Canine Confessions’, the series shows dogs admitting to the tactics they use to elicit tasty Schmakos treats from their owners – from deliberately getting trodden on, to wearing tartan.
The ‘Canine Confessions’ campaign is a digital first for Schmakos, featuring a huge amount of native content on multiple social platforms – including Facebook, Instagram and YouTube.
Ben Culligan, marketing director mars petcare said: “Schmakos has always focussed on the fun times you spend with your dog and this campaign is a celebration of the hilarious and creative things our dogs will do for treats.
“Creating quality social content, in a pragmatic way, is one of our agency’s strengths,” says DDB Melbourne creative director, Robbie Brammall. “For this campaign we shot everything in-house, and then used a programmatic approach to stitch the different executions together. The end result is lots of great entertaining content, They should go down pretty well with dog lovers on social media. I don‘t want this to sound like click-bait, but what they say next will shock you.”
The campaign launches online on the 24th August.
Marketing Director, Mars Petcare: Ben Culligan
Marketing Manager, Mars Petcare: Kate Waite
Senior Brand Manager, Schmackos: Tracy McCrohan
Assistant Brand Manager, Mars Petcare; Abby Veverka
Chief Creative Officer: Darren Spiller
Creative Director: Robbie Brammall
Creative: Brett Edward, Emily Lau, Anna Stickley,
Designer: Becky Morris
Head of Onscreen: Tuesday Picken
Managing Director : Dion Appel
Business Management: Luke Osborn, Jordan Pert
Tribal Worldwide Melbourne
Digital Strategy and Development: Matthew Oxley and Aaron Sempf
Media Planning Agency – MediaCom
Planning Director: Adam Russell
Planning Manager: Jack Bavin
Media Buying Agency – Starcom
Production House: Sidekick
Director/DOP: Grantley Smith
Producer: John Sandow
Sound: Flagstaff Studios – Paul Le Couteur, Stevo Williams, Brodie Flint
Editors/Animators: Marissa Brain & Alex Badham ,Josh Cameron, Stafford Wilson
Grade: CJ Dobson
Photographer: Hugh Peachy