CLM BBDO, Boulogne Billancourt

  • 93 rue Nationale Cedex
  • Boulogne Billancourt 92513
  • France
  • Phone: 01 41 23 41 23
  • Fax: 01 41 23 43 70
  • Country Phone Code: 33
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Frolic - “Hotel”

Mars, Inc.


TitleHotel
TaglineShe's only with him for his biscuits
AgencyCLM BBDO
AdvertiserMars, Inc.
BrandFrolic
Product CategoryPet Food, Pet Care Products & Services
Campaign NameLuxury
Country of ProductionFrance
Date of First Broadcast/PublicationMarch 26, 2010
Media TypePrint
Awards Cannes Lions International Festival of Creativity, 2010 (Gold Lion Campaign) for Miscellaneous
Cannes Lions International Festival of Creativity, 2010 (Silver Lion Campaign) for Miscellaneous
CLIO Awards, 2010 (Gold campaign) for Pet/Petcare
Epica, 2010 (Bronze Campaign) for Food (Press)
Epica, 2010 (Bronze Campaign) for Food (Poster)
Eurobest, 2010 (Bronze Campaign) for Miscellaneous
Executive Creative Director Gilles Fichteberg
Executive Creative Director Jean-François Sacco
Art Director Lucie Valloton
Account Director Delphine Carpier
Account Manager Julien Lemoine
Account Manager Marie Lautier
Account Manager Judith Romero
Account Manager Thomas Laurent
Post Production Clive Stewart
Photographer Clive Stewart
Art Buyer Sylvie Etchemaité
Print Producer Sylvie Etchemaité
Advertising Manager Maud Roussel
Post Production Picto

Story

The campaign features ill-matched dog couples. The males are fat, ugly and fairly saggy; the females are pampered, proud and precious.
Why are they in a couple with those dogs? For their croquettes, of course...

Concept

The agency thought up an offbeat approach that breaks away from Petfood market codes.

Problem

Historically, Frolic has built its advertising saga around the creative avenue of irresistibility: dogs can’t resist the temptation of eating Frolic croquettes!
For the new campaign, CLM’s aim was to win market share by making the target younger.