Directed by Pedro Giomi through Czar Amsterdam, the cute film for Edgard & Cooper features a fun menagerie of made-up mutts, chimerical kitties and even a (s)hamster. Which is what you get if you feed your animals pet food that has, literally, gone to the dogs.

The goal of the campaign was to build brand awareness, ensure consumers know about Edgard & Cooper’s values and increase sales, with the expectation that purchasers will also become brand advocates. After the launch of the campaign, website traffic has instantly grew 200%, competitive brands are trying to legally challenge Edgard&Cooper “is it really junk free” and we yet find out the long term consequences of this bold and disruptive campaign.

Together with an incredible puppet maker Eva Arends and support from Art Designer Florian Legters, we’ve created 3 x unique fake pets. Each one had to re-present a real pet that was casted earlier. And also have charming features bordering between cute and ugly.

Brand: Edgard&Cooper

Agency: WE ARE Pi

Prod Co:  Czar

Director: Pedro Giomi

DOP: Martijn Melis

Edit: Will Judge

Animation: Nick Fatouris

Grade: No8London

Post: Angus Wilson

Music: Satélite Áudio

Audio: Stainless Sound