There have always been those really annoying difficult-to-reach spaces you’ve not been able to dust. Vileda has solved the problem with a dust wand called Flex & Catch, that features a super-flexible head. It’s able to squeeze into the most oddly shaped places –  just like cats and dogs are. So agency, Herezie Milano, has recruited a group of ultra-flexible dogs and cats to provide a visual parallel that people will pay attention to (a dusting wand or dust, not so likely).

To ensure maximum authenticity, the production chose to rely exclusively on the lens of Ale Burset. No AI Burset searched for the exact moment when the animal’s natural pose perfectly expressed the concept of flexibility.

“We wanted the campaign to speak a language of truth. The flexibility of Flex & Catch is real and tangible, just like that of the animals living in our homes,” explained Andrea Stillacci, CEO and president of Herezie. “Relying on Ale Burset allowed us to elevate the product to a superior aesthetic, celebrating nature without filters or technological shortcuts.”

The campaign is running in Italy and Eastern Europe. The print ads are supported across the brand’s social channels with a series of video snippets featuring the animal protagonists captured in their most fluid and surprising movements, and influencer marketing activities involving creators and pet owners, invited to test the effectiveness of Flex & Catch against the daily challenges of pet hair and stubborn dust.

Credits
Agency: Herezie Milano
CEO: Andrea Stillacci
Creative Directors: Federico Anelli, Francesca Nepote
Senior Account Executive: Manuel Callori

Photographer: Ale Burset
Directors: Ale Burset & Mariano Legname Garcia
Digital Retoucher: Eduardo Navarro
Executive Producer: Marcela Moracci
Producer: Ariel Ticona Molina @ Wolf Credo

Client: Vileda Global
Senior Marketing Director: Markus Dietz
Social Content Manager: Maike Mocikat

Client: Vileda Italia
Marketing Director: Marta Alderighi
Senior Digital Marketing Manager: Eddy Chiaberge
Digital Marketing Manager: Arianna Di Giorgio