At first glance, pet health and wellness is something that can easily be dismissed as intimidating, overwhelming or some new age silliness. Largely because it's hard, as humans, to know what our pets really need. But human health and wellness is serious business. So how do we help people not dismiss the idea? How do we get humans to take pet health and wellness seriously? The answer was simple: help people put themselves in their pets’ shoes and consider pet wellbeing as they would their own. With that, “It’s What We’d Want If We Were Pets” was born.
Our launch film, “Cocktail Party”, puts people in place of pets to announce this new approach to whole health and launch Petco as the health & wellness company for pets. Directed by Harold Einstein, people personifying pets discuss their greater wants and needs and the Petco offerings that help them achieve the same level of care that you’d expect for yourself. Set at a sophisticated, polite society party the absurdity comes from thinking you’re watching a person talk about their needs. Until you realize that you haven’t been watching a human. You’ve been listening to a dog. A cat. Or a fish.
This premise continued to unfold over nine more films, each taking the punchline further as they explored different Petco products and services that help pets live healthier, happier lives. “Box” showed the convenience that comes from Petco’s same-day delivery and curbside pickup service, while “Mirror” highlighted how high-quality dog food keeps handsome boys healthy, inside and out.
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For Petco’s array of partner brands, we explored the unique benefits of individual products. “Twins” focused on raw nutrition being the best for vitality and other activities, like wrestling. “Thief” explored how the energy from whole-foods helps you steal more shoes. While “12 Years Old” examined how scientifically formulated dog food could be the secret to youth, and keeping stools solid.
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Then came “Bookshelf”, uncovering how the right proteins can help any pet reach new heights. “Stick” explored how wholesome dog food helps you find some pretty great stuff. “Good Boy” was all about human-grade dog food for good boys. While “Curtains” showed that precise nutrition for added agility helps with life's little predicaments.
Supported by social, digital and in-store executions, the campaign drove audiences to Petco’s online hub where they could unpack all five dimensions of whole health and further explore how to deliver a different kind of care. Going forward, “It’s What We’d Want If We Were Pets” is a platform that will be used to challenge pet parents to go beyond the basics and, through proper products and services, help their pets live healthier, happier and more fulfilling lives.