Royal Canin - Start of Life

The insight that what you feed puppies and kittens now affects what they become later is a powerful one. 

Yet it’s also complex to bring to life in an ad.

We had plenty of facts to prove our argument. 

But facts weren’t the limiting factor here: space and people’s attention spans were. 

To make it really resonate, we needed to make it really simple. 

To focus on the ‘now’. 

And show that there’s a lot more going on here than you first think. 

We used white space to emphasise vulnerability. 

We used emotional imagery to make rational points.

We found a photographer who absolutely loves animals.

And we won this account for the Amsterdam office of DDB.

Agency - Tribal DDB (NL). Role - art director. Copy - Henry Scott.