2023-07-18 20:32:07
Campaign. One of the ads features a cat and its owner, showing how the presence of the animal contributes to relaxation in the midst of an exhausting workday.
The benefits of caring for dogs and cats for the emotional well-being and physical health of people are the main focus of the new campaign of the Affinity Foundation called “When you take care of him, you take care of yourself”.
The initiative was created by the agency Manifest, who signs her first work for this client following winning the account in a contest held in April. Previously, the foundation’s campaigns had been created by DDB.
The action is made up of two spots. One of them is starred by a cat and its owner, there it is shown how the presence of the animal helps to relax in the middle of an exhausting work day. The second video shows a dog encouraging his owner to go outside, who is lying on the bed looking at his mobile.
This ad follows the same plot line of the historic campaign “Learn to watch television”, carried out by Contrapunto in 1989 for Televisión Española, which won the Grand Prix at the Cannes Film Festival that same year. In both cases, the dogs display their skills and charm to try to divert the attention of their young owners from the screens, be it the television or the mobile.
In both videos “they play with a storytelling that seeks to surprise with a revelation (they also take care of us), in a friendly and very complicit tone of humor, and the advantages of fostering the bond with our animals are transmitted: companionship, relaxation , play, have an active life and have a source of emotional support ”, as they indicate from Manifesto.
The campaign will be broadcast in Spain and France through YouTube and Instagram during the months of July and August. To reinforce the message, the foundation has established an agreement with the Atresmedia group, which will include communication on radio and digital media, as well as public relations actions.
This agreement, which will last for one year, will include the participation of journalists Helena Resano and Carlos Rodríguez as ambassadors. The agencies involved in the project are Arena Media for the media and Atrevia for public relations.
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