Dog food brand Lyka has teamed up with Alchemy One to launch its ‘For Dogs’ campaign across Sydney, Melbourne, and Brisbane.
The media agency’s strategy will see the brand appear on linear TV and BVOD and amplified across outdoor, social, and YouTube.
In the 30-second TV spot, director Stef Smith from Photoplay creates a world that makes dog people feel at home, with vibrant characters, playful moments, and of course, tons of dogs.
Analise Burwood, creative director at Lyka, said: “At the heart of this campaign is Lyka’s and all of our team’s obsession for dogs; 15 good boys and girls, including Lyka herself.
“As Lyka’s first TV campaign, we wanted our platform to reflect our mission: dogs deserve longer, healthier lives. We’ve grown complacent with the processed food we give them, and it’s time for a change. We’re asking dog owners to rethink what’s best for our best friends.”
Analise Burwood: ‘As Lyka’s first TV campaign, we wanted our platform to reflect our mission: dogs deserve longer, healthier lives.’
“We’re thrilled to be collaborating with Lyka to launch this campaign, which was borne out of a shared belief in the power of brand advertising to build credibility, drive awareness, and inspire action,” Cara Sayer-Bourne, business director at Alchemy One, added.
“Working with the Lyka team, who are collaborative and data-driven, has allowed us to craft a strategic, creative, and impactful plan. Together, we’re on a mission to embed Lyka’s message in the hearts of Australians: dogs deserve longer, healthier lives. We can’t wait to see how this campaign resonates and elevates Lyka’s mission.”
CREDITS
Lyka
Head of Marketing: Ben Lemon
Creative Director: Analise Burwood
Brand Director: Cassandra Do Carmo
Design Director: Cindy Erlina
Senior Creative Copywriter: Josephine Branscomb
Senior Creative Producer: Emily Green
Social Media Manager: April Gore
TVC Production Credits
Director: Stef Smith
Production Company: Photoplay Films
Executive Producer: Emma Thompson
Senior Producer: Bonnie Fay
DOP: Kieran Fowler
Art Director: Alicia Clements
Animal Wrangler: Suzanne Richards @ Action Animals
Casting Director: Daisy Hicks
Editor: Lily Davis @ The Editors
Colourist: Fergus Rotherham
Music Composer: Jonny Higgins
Sound Design: Sonar Music
OOH Production Credits
Photographer: Cole Bennetts
Retoucher: Elise Healy @ Colour Cartel
Finished Artwork Designer: Lizzie Wood
Post Producer: Maddison Costello
MEDIA: ALCHEMY ONE
Managing Partner: Huong Nguyen
Group Strategy Director: Paul Scarf
Business Director: Cara Sayer-Bourne