Petco say It’s What We’d Want If We Were Pets

In partnership with Droga5, the platform It’s What We’d Want If We Were Pets assures pet parents that caring for your pet’s whole health doesn’t have to be intimidating or overwhelming if you just think about it how you would your own health and wellness. 

We take our own well being pretty seriously (trillion dollar industry seriously). So in order to educate and motivate people to take action about their pet's wellbeing, the new platform helps people put themselves in their pet’s shoes. The outtake being simple, just think about their wellbeing as you would your own.

The hero film, Cocktail Party, puts people in place of pets to announce this new approach to whole health and launch Petco as the health & wellness company. Directed by Harold Einstein through dummy., people personifying pets discuss their greater wants and needs and the Petco offerings that help them achieve the same level of care that you’d expect for yourself. The absurdity comes from thinking you’re watching a man or a woman talking about their needs. Until you realise that you haven’t been watching a human. You’ve been watching and listening to a dog. A cat. Or a fish. And when that moment hits, everything that came before it becomes funny.

A series of :15 executions take this premise further with the pet reveal acting as the entertaining punchline. Box shows the convenience that comes from Petco’s same-day delivery & curbside pickup service, while Mirror highlights how high-quality food keeps handsome boys healthy, inside and out.

For Petco’s array of partner brands, additional executions dived into the health & wellness benefits of individual products. Twins focuses on raw nutrition being the best for vitality and the best for activities, like wrestling. Thief explores how the energy from whole-foods helps you steal more shoes. Good Boy is all about human grade dog food for good boys, yum! While Bookshelf uncovers how the right proteins can help any pet reach new heights. And Curtains shows that precise nutrition for added agility helps with life's little predicaments, like curtains.

Each of these films drive audiences to Petco’s H&W landing page hub to further unpack all five dimensions of whole health and explain how Petco is re-defining the standards in pet health & wellness. The launch of It’s What We’d Want If We Were Pets is supported by social, digital and instore executions, plus an activation challenging pet parents to rise to the task of caring for their pet’s whole health. Going forward, It’s What We’d Want If We Were Pets is a platform that will be used to inspire everything from future brand actions to continued communications.