Kaniva celebrates imperfect pets
The Thai pet food brand champions cats and dogs that don’t fit traditional beauty standards in an uplifting campaign created by Choojai and Friends.
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Credits
View on- Agency Choojai and Friends/Bangkok
- Production Company underDOC
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Credits
View on- Agency Choojai and Friends/Bangkok
- Production Company underDOC
- Post Production Newbrain Post Production
- Sound Design Mellow Tunes
- Executive Creative Director Komsan Wattanavanitchakorn
- Creative Director Nutthaporn Teppitak
- Senior Copywriter Pitchaya Intaphrae
- Copywriter Woramade Jaimipak
- Copywriter Kowit Akkarasomboon
- Art Director Thakorn Lohanantachai
- Art Director Jetsadakorn Tongkasri
- Producer Peachaya Kongjampa
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Credits
powered by- Agency Choojai and Friends/Bangkok
- Production Company underDOC
- Post Production Newbrain Post Production
- Sound Design Mellow Tunes
- Executive Creative Director Komsan Wattanavanitchakorn
- Creative Director Nutthaporn Teppitak
- Senior Copywriter Pitchaya Intaphrae
- Copywriter Woramade Jaimipak
- Copywriter Kowit Akkarasomboon
- Art Director Thakorn Lohanantachai
- Art Director Jetsadakorn Tongkasri
- Producer Peachaya Kongjampa
Challenging stereotypes around human beauty has been the mission of many brands in recent years, but have we ever stopped to consider how images of picture-perfect animals in pet food advertising might affect our furry friends’ self-esteem?
With this touching campaign, created by Choojai and Friends through underDOC, Thai pet food brand Kaniva sets out to redefine beauty standards in the pet food industry, replacing images of animals with glossy coats and perfect teeth with a ragtag lineup of adorably imperfect cats and dogs.
The heartwarming film at the centre of the initiative captures tender interactions between pet owners and their beloved babies, celebrating those with crossed eyes, kinked tails, bald spots, disabilities, stumpy legs and overbites.
