Cesar - The Matchy-Matchy Collection

They wanted a Christmas campaign. We came up with a fashion collection.

THE CAMPAIGN

Cesar, the premium canine cuisine brand from Mars Group, wanted an integrated campaign for North-America, Canada and UK to encourage people treat their dogs with their premium meals during the festive season.

Our solution wasn’t an advertising campaign. Actually it had nothing to do with dogs’ food. Instead, we came up a very special fashion collection: The Matchy-Matchy jumpers.

We created a limited edition of matching holiday jumpers for dogs and owners so that they could share more this season.

We sent some of these to famous dog owners, who kicked off the buzz whilst a range of social films and assets helped spread the collection in Social.

In only two weeks, Cesar’s jumpers hijacked the festive conversation, driving attention around their products range and, most importantly, helping people share more with their dogs.


THE COLLECTION

Our designs were deliberately tacky, full of highly-shareable human/dog friendly Christmas motifs. From our website people could enter a competition for a chance to win one or download the patterns to knit the jumpers themselves.


THE SOCIAL ASSETS

A range of quirky films and stills deliberately crafted to catch people's attention when scrolling down their socials.



BUZZ 

Rapper and actor Ice-T; Dancer, musician and actor Mark Ballas; and NFL player, Devon Still were amongst the people that loved Matchy-Matchy.

Some of the most important blogs and publishers from US, UK and Canada also referenced the campaign... and the internet did the rest.  


WHY I LIKE IT

We started by questioning a very small brief for a tactical Christmas campaign and came up with a big PR shot. We then squeezed the small budget available and through personal connections we even managed to proactively persuade famous photographer Rankin to shoot the collection for us and a street fashion brand to design and sell it. Unfortunately, the client preferred to scale everything down a few weeks ahead of the launch. So we had to work against the clock and shift our approach to take over social by tackiness. This shift ended up being good fun, too. Plus it provided the agency and the client with lots of learnings and data ahead of future editions.

 

CREDITS

  • In 2016
  • As Freelance CD with Enric Soldevila
  • Agency: AMV BBDO
  • Executive Creative Directors: Alex Grieve, Adrian Rossi
  • Group Creative Directors: Mike Crowe, Rob Messeter