For Family  - Heads Up For Tails

 Conceptualisation | Screenplay 

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For their first national brand campaign, Heads Up For Tails (HUFT) wanted to spread awareness about themselves beyond their core audience, as well as introduce their key philosophy in a way that was memorable and clear.

 

HUFT’s core belief is that pets are family and deserve the same quality of care as any other family member. However, since the aim of this campaign was to cement this positioning among broader audiences who may not necessarily share this outlook, it was important to package this message in a way that did not alienate them.

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We therefore captured a montage of heartwarming moments that every pet owner could relate to in the form of a music video.  The positioning of ‘for family’ was successfully launched, and is now a consistent element of HUFT’s communication. 

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I was thoroughly involved in the process of branding, coming up with an appropriate expression for launch and the execution of the film.