A brand campaign turned horror movie for Lyka
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We tapped into the trending world of horror and comedy to bring every dog owner’s nightmare to life. Because real food makes your dog’s poo less horrific.
Client
Lyka
Services
Creative Campaign
Brand Film
Creative Direction
Copywriting
Industry
Pet
Background
For dog owners, picking up after their dog can be a daily horror. And yet 7 out of 10 don’t know that their dog’s bowel movements are directly linked to what they eat. Lyka, a challenger brand championing real dog food over kibble, needed to introduce itself to Millennial dog mums and break lifelong dog feeding habits. And to do that, we had to talk about the one thing every dog owner understands… but no brand dares.
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Created with the production value of indie cinema, and crafted for 4:3 with original music and a star-studded cast, we shot The Brutal Pick Up, a mini comedic horror story that depicted every dog mum’s worst nightmare: a dog poo so runny, so un-pick-up-able, so horrific it had to be seen to be believed. (With Sean Keenan there to witness the trauma). Launching on Halloween, the campaign rolled out across TV, radio, OOH, street posters, social, and even a special screening at Moonlight Cinemas.
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Our campaign had one goal: to shock dog owners out of apathy and make them realise that bad dog poo isn’t normal. The bold approach caused a huge stir and even better results. Our horror film got millions of views, countless opinions, and hit every business objective. It was even deemed “too horrific for TV” by a major streaming platform, sparking earned media and amplifying the conversation even further. But most importantly, it made footpaths all across Australia a little less horrific.
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