Fresh dog food brand presents a horror story, The Brutal Pick-Up, about messy dog poos. Because messy dog poos are a horror for owners. Because horror is a cultural trend. Because great humour makes memorable ads. And because the message that Lyka helps dogs produce better poos really needs something to get through the clutter.
The campaign is by Sydney independent agency, OUTSIDE IN.
The Brutal Pick-Up campaign was born from the insight that found many Aussie dog owners have normalised bad poos, and don’t know that bad dog poo could be a sign something’s wrong with their dog’s gut health. The good news is, switching to a real food diet is the most powerful solution for canine gut issues, with 87% of Lyka customers noticing their dog had better poos* after making the switch.
Analise Burwood, creative director at Lyka, stated, “As a challenger brand, we can’t afford to be quiet. To break through lifelong dog food habits, we needed a disruptive idea. What’s the best indicator of a dog’s health? Their poo. It’s the honest, gross, and undeniable picture of what’s happening on the inside. That made The Brutal Pick-up a clear winner. It’s simple, a little gross, funny, and sparks an essential conversation with dog owners. Huge thanks to our gorgeous dog star Maple, director Harry Welsh, producer Cooki, and the OUTSIDE IN team for bringing this to life.”
Grace Leat, OUTSIDE IN co-founder, added, “It’s not every day you get a brief about dog poo. We knew straight away the way to cut through was to lean into the grossness, flip it into dark comedy, and make people think about what their dog’s poop is really saying.”
The campaign film, directed by DIVISION’s Harry Welsh, brings the horror of a bad poo pickup to life with its eerie atmospherics, dramatic lighting, score and tongue-in-cheek scares. He commented, “It’s not often you get a brief this bold which you can push this far, it was a real joy to craft this nightmare.”
The full campaign runs across BVOD, OOH, social and digital.
View the trailer:
Credits
Client: Lyka
Creative Director: Analise Burwood
Senior Creative Producer: Emily Green
Brand Marketing Director: Cassandra Do Carmo
Social Media Lead: April Gore
Animator: Matt Grech
Designer: Lizzie Wood
Creative Agency: OUTSIDE IN
Agency Team: Grace Leat, Jac Kelly, Lucie de La Chaise
Production Company: DIVISION
Director: Harry Welsh
Managing Director & Executive Producer: Genevieve Triquet
Producer: Cooki
Production Assistant: Juliette Houdent
Production Manager: Daisy Bray
Director’s Assistant: Khushi Patil
DOP: Jack Birtles
1st AD: Angus Bolles
1st AC: Dylan Jeffrey
Post Production: ARC Post Production
Post Producer: Sally Quade
Junior Producer: Cheryn Frost
Editor: Laurence van Camp
Colourist: Wes Grant
Online: Jesse Meha
Sound: Rumble Studios
Sound Design: Daniel Gosskopf
Composer: Harrison Chapman
Stills: Dean Podmore
Media Agency: Alchemy One
