Online dog food company, talis.com, sets itself apart by offering tailored food for the unique needs of every dog. Its new agency, The Or, has made that stand out in its first work for the brand with a surreal film featuring thousands of seemingly identical golden Labradors, one of the most common dog breads in the UK>
Even each golden Labrador is a unique individual. The campaign, Never Average, is dedicated to celebrating the unique needs of every dog, highlighting the visible and invisible details of individual dogs that make them multifaceted and ‘never average’.
The commercial was directed by Max Siedentopf, known for his work for Apple, Gucci and Nickelodeon.
Ian Pate, Brand Director at Tails.com commented, “At Tails.com, we want to change the world of pet food for good, and this starts with rejecting the idea that ‘one size fits all’ for dogs. With Never Average we share our belief that each dog has unique, evolving nutritional needs, meaning every detail matters, no matter how small. In this campaign, we’re championing the individual personalities, details and needs of dogs distinctively, with a clear link to our 100% tailored dog food.”
Dan Morris, executive creative director at The Or, added, “We don’t have average ‘human food’ because we all have different needs, preferences and tastes. Dogs are no different. They are just as unique, special and complex in all the right ways, so they should be fed like it.”
Building further on the brand platform, Mother Design has created a new brand world for Tails.com. Tackling the pet food industry’s ‘one-size-fits-all’ approach to creative expression, the team has overhauled the brand’s visual and tonal world. Ultimately, the brand celebrates the personal relationships we have with our pets and the unique details of every dog, all while establishing Tails.com as a trusted partner for nutrition for your dog.
Kirsty Minns, partner at Mother Design, commented, “Having a dog as part of your family is a journey that is joyful yet unpredictable. We wanted to develop a brand world that could truthfully capture all of those moments, rejecting the industry trope of ‘picture perfect’ ownership and showcasing the many facets of dog parenthood in a way no other brand is doing.”
Goodstuff has planned the campaign’s media strategy to launch with a bang. The film will air in peak TV programming on Channel 4 and Sky, as well as the broadcasters’ respective BVOD platforms, supported by OOH and DOOH across London and the South of England.
Credits
Client: Tails.com
Chief Brand Officer: Charlotte Tisdall
Brand Director: Ian Pate
Head of Brand: Victoria Bishop
Creative Agency: The Or
Executive Creative Directors: Charlene Chandrasekaran & Dan Morris
Senior Creatives: Jacob Hellstrom & Amy Fasey
Senior Producer: Ruth Armitt
Strategy Partner: Sarah Oberman
Strategy Director: Zoe D’avignon
Brand Director: Berlin Abraham
Brand Manager: Izzy Finkler
Design Director: Nik House
Production Company: Riff Raff
Director: Max Siedentopf
Producer: Kate Brady
Executive Producer: Natalie Arnett
Editing: Nice Cut Studios
Editor James Rose
Post-Prodcution: Mathematic
Music: The Hogan
Music Artist: Amanda Lear
Sound Design: Creative Outpost
Sound Engineer: Alex Wilson-Thame
Design Agency: Mother Design
Media Agency: Goodstuff
