The Pets Do The Talking In Bastion & Bravecto’s Latest Campaign

The Pets Do The Talking In Bastion & Bravecto’s Latest Campaign
B&T Magazine
Edited by B&T Magazine



Bravecto and Bastion launch a campaign for flea and paralysis tick protection utilising assistive tech that allows pets to talk.

Bastion won the MSD Animal Health account recently in a competitive pitch and is now responsible for all creative and digital for Bravecto.

The Bravecto challenge is how to better compete in a confusing category, where ‘all in one’ propositions from competitors are increasingly proving a more compelling ‘easy choice’ for owners. The brief was to make Bravecto’s longer lasting brand benefit more meaningful and motivating to owners, to drive higher brand request, switching and trial.

Bastion’s solution was to establish a competing heuristic for choosing Bravecto that’s hard to beat: Longer lasting Bravecto is recommended by vets, and pets.

The campaign taps into the insight that two thirds of ‘pet parents’ talk to their pets as if they can understand THEM. Bastion therefore leveraged a popular cultural trope on social media… assistive tech that allows pets to talk.

Simon Langley, Bastion Group CCO, said: “Who better to tell pet owners about the efficacy of flea and paralysis tick prevention than the very pets who depend on it. This campaign takes a lighthearted, entertaining and well branded approach to highlight the key reasons why you should choose Bravecto for your fur babies.”

Chelsea Coupar, Bravecto brand manager at MSD Animal Health said: “During the pitch process, we were exceptionally impressed by Bastion’s deep understanding of the category, and the creative idea that rooted our brand in popular culture. I couldn’t be prouder of this campaign, and I think it will resonate with our target market well, tapping into the insight that so many ‘pet parents’ talk to their pets as if they can understand. I’m quite sure they do!”

The Bravecto campaign went live yesterday.

Credits

Client: MSD Animal Health Bravecto

Brand manager: Chelsea Coupar

Digital brand manager: Helen Gilmartin

Marketing lead: Vanessa Gattellari

Technical lead: Dr Karen Lipworth

Agency: Bastion

Bastion Creative

Group chief creative officer: Simon Langley

National chief strategy officer: Angela Morris

Managing partner: Ana Lynch

Senior creative: Chris Searle

Senior creative/director: Harry Roth

Group account director: Katy Grey

Account manager: Josh Staras

Production: Bastion Make

Managing director: Jacqueline Archer

Integrated studio director: Sean Davitt

Production manager: Nancy-Maree Every

Agency producer: Carolyn Starkey

Production coordinator: Raquel Abi Ghosn

Director of photography: Tom Black

Editor: Ivan Lentell

Online: Kenneth Zeng

Colourist: Alina Bermingham

Sound: Rumble Studios

Voiceover artist: Rupert Degas

Photographer: Andy Roberts

Bastion Amplify

Social ccontent shooter: Robbie Archer

Media agency: Zenith




Please login with linkedin to comment

Latest News

Adland Leaders Launch Pembleton: A Clubhouse For Creative Ideas
  • Advertising

Adland Leaders Launch Pembleton: A Clubhouse For Creative Ideas

Matilda Hobba, Simon Bagnasco, Alex Speakman, and Mac Wright have launched Pembleton, a “clubhouse for creative ideas.” The four partners combine their strategic, creative, and project management experience with leadership roles at independent agencies like Taboo and multinational icons like Saatchi & Saatchi. They have helped create some of the most effective and awarded work […]

Dwyane Wade “Toasts” To The Finals In New 2024 NBA Finals Campaign
  • Campaigns

Dwyane Wade “Toasts” To The Finals In New 2024 NBA Finals Campaign

NBA Legend and three-time NBA Champion Dwyane Wade gathers a cast of former champions and famous NBA fans to celebrate the pinnacle of the NBA season with a toast “to the Finals” in the 2024 NBA Finals campaign “The Toast”. Ray Allen, Mike Breen, Ken Jeong, Magic Johnson, Jimmy Kimmel, Isiah Thomas, Queen Latifah and […]

Year13 Launches Virtual Work Experience Program
  • Marketing

Year13 Launches Virtual Work Experience Program

Thousands of school students have engaged with Youth Engagement Platform Year13’s recently launched Virtual Work Experience during National Careers Week, May 13-19, 2024. Year13’s Virtual Work Experience platform seeks to solve the problem of school students struggling to find placements by moving employer branded Work Experiences online for students to participate in. Year13’s After The […]

Taskmaster’s Tom Cashman Reveals Why He Is More Relaxed This Season
  • TV Ratings

Taskmaster’s Tom Cashman Reveals Why He Is More Relaxed This Season

Network 10’s hit improv comedy show Taskmaster Australia returned last night for a second season. Joining Tom Gleeson and his sidekick Tom Cashman were a slew of new comedic talent including Josh Thomas, Jenny Tian, Lloyd Langford, Anne Edmonds and Wil Anderson. The unscripted comedy show in which comedians are tasked with a random task […]

QMS Put Brands Up In Lights For Vivid Sydney 2024
  • Advertising

QMS Put Brands Up In Lights For Vivid Sydney 2024

As Vivid Sydney 2024 kicks off, QMS is embracing the celebration of creativity, innovation and technology with a powerful collection of advertisers for the annual festival of lights. QMS’ world-leading City of Sydney digital street furniture network will proudly showcase campaigns from brands including Kia Australia, Visit Victoria, Foxtel Hubbl, Kayo, Universal Pictures, Chemist Warehouse, […]

A Current Affair EP Fiona Dear Appointed Nine Director Of News & Current Affairs
  • Media

A Current Affair EP Fiona Dear Appointed Nine Director Of News & Current Affairs

Nine has announced the appointment of Fiona Dear, currently EP of A Current Affair, as the new director of news and current affairs. This appointment comes at a time of rapid change in our news division as Nine continues to rise to the challenges of an ever faster, more dense media environment and an audience […]

Cashrewards: A Decade Strong!
  • Partner Content

Cashrewards: A Decade Strong!

This month, Cashrewards celebrates its 10th birthday. In this op-ed, Anthony Seymour-Walsh, CEO, reflects on the journey of this inspiring Aussie business, which has evolved from humble beginnings to become Australia’s leading cashback ecosystem and a key strategic partner for clients.   Lead image: Anthony Seymour-Walsh – CEO, Cashrewards.   I am excited about the next chapter as […]

Partner Content

by B&T Magazine

B&T Magazine
Gold Artifacts Give Clues To Apple Music’s 100 Best Albums
  • Campaigns

Gold Artifacts Give Clues To Apple Music’s 100 Best Albums

Apple Music has unveiled its complete 100 Best Albums list, celebrating the greatest records ever made. Crafted by Apple Music’s team of experts and artists the lists includes Maren Morris, Pharrell Williams, J Balvin, Charli XCX, Mark Hoppus, and serves as a love letter to the records that have shaped, inspired, and fundamentally changed music. […]

Chook & HOYTS Celebrate Webby Honouree Recognition At The Australian Web Awards
  • Advertising

Chook & HOYTS Celebrate Webby Honouree Recognition At The Australian Web Awards

Chook, a strategy, design and development agency that specialises in bespoke digital experiences, has received international acclaim at the 28th Annual Webby Awards and clinched the Best in Show in the SEO effectiveness category at the Australian Web Awards for the HOYTS’ Australia and New Zealand websites. Lead image: Adam Dipper and James Hartcher, Chook […]

Salesforce’s Bobby Jania: AI Has Flipped Marketing Campaigns On Their Head
  • Technology

Salesforce’s Bobby Jania: AI Has Flipped Marketing Campaigns On Their Head

Bobby Jania, CMO of Salesforce’s Marketing Cloud has said that AI has flipped the traditional marketing campaign on its head, with customers — instead of brands — being in the driving seat. Speaking to a panel of journalists at Salesforce’s Connections event in Chicago, Jania told B&T that the attention economy and AI will force […]

by B&T Magazine

B&T Magazine
Network 10 Axes Gladiators
  • Media

Network 10 Axes Gladiators

the network has dropped its third tentpole show in recent months after cancelling The Bachelor and The Masked Singer. First airing in January this year and hosted by Beau Ryan and Liz Ellis, the reboot features contenders from all walks of life in the ultimate test of speed, strength, stamina, agility and power. It is […]