CLM BBDO, Boulogne Billancourt Follow Update

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Frolic - "Swimming-Pool" - CLM BBDO

  • Swimming-Pool
  • Frolic
  • Mars, Inc.
  • CLM BBDO
  • France
  • Luxury
Product CategoryPet Food, Pet Care Products & Services
Date of First Broadcast/PublicationApril 12, 2010
Media TypeTelevision & Cinema
Awards Cannes Lions International Festival of Creativity, 2010 (Bronze Lion) for Miscellaneous
Cristal Festival, 2010 (France Cristal) for Food/Drink
Eurobest, 2010 (Silver Campaign) for Miscellaneous
Production Company Quad Productions
Sound Schmooze
Executive Creative Director Gilles Fichteberg
Executive Creative Director Jean-François SACCO
Art Director Lucie Valloton
Director Jérôme Langlade
Account Director Delphine Carpier
Agency Producer Sylvie Etchemaité
Account Manager Julien Lemoine
Account Manager Marie Lautier
Account Manager Judith Romero
Account Manager Thomas Laurent
Advertising Manager Maud Roussel
Advertising Manager Delphine Carpier

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.