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.

We therefore captured a montage of heartwarming moments that every pet owner could relate to in the form of a music video. We concluded the video with a tagline that seamlessly led to the brand’ core belief, providing a fresh perspective to viewers – no matter how we see them, our pets always see us as nothing but family.

Results

The campaign received a widely positive response, with audiences sharing the film, and commenting on the bonds they have with their pets. The positioning of ‘for family’ was successfully launched, and will now be a consistent element of HUFT’s communication.