In short, animals have the power to make us more human, transforming our lives and bringing out the best version of us. We built Affinity's new Ultima brand platform around this insight.
More Humans
Evolving Ultima's communication platform to a Pet Caring brand.
Client
- Affinity
Office
- Spain
In an increasingly dehumanised society, dogs and cats are capable of awakening our most sociable, generous and empathetic side.
Together with the Ultima team, we wanted to take a step beyond the classic dog and cat food communication codes. This campaign marks the starting point to move from being a Pet Food brand to a Pet Pareting brand that conveys the emotional value of dogs and cats in our increasingly less human lives, while also encouraging adoption.
Manu Diez
Executive Creative Director at VML Spain
Affinity wanted to go a step further in building its Ultima brand, and evolve its communication platform to make it more emotional and occupy a positioning space that no other brand had dared to occupy before in that category.
In an increasingly dehumanised society, dogs and cats are capable of awakening our most sociable, generous and empathetic side. In short, animals have the power to make us more human, transforming our lives and bringing out our best side.
From VML Spain we developed the campaign "More Humans" which kicked off the new communication approach of the brand with an emotional story of the relationship between a father and his daughter in which the main protagonists are animals and the power they have to awaken our best version.
"More Humans" is presented in an audiovisual piece of almost 4 minutes, accompanied by 90", 60" and shorter versions. These pieces were broadcast on television, social media and digital in the three key markets for the brand: Spain, France and Italy.
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