| Philosophy | Southern Cross Pet Insurance and TBWA\New Zealand have teamed up with designer Matthew Adams Dolan for the launch of VIS, a high-visibility capsule fashion collection to keep pets safe on the road. The campaign comes as part of their ‘Live Your Pet Life’ initiative, which seeks to raise awareness of the dangers pets face in engaging ways, and combat these risks to keep our companions living longer. After analysing data on the main risks pets face, TBWA\NZ and Southern Cross identified a road safety issue among the Kiwi animal community - who can be difficult to see, especially at night. To shed light on the matter, the teams came together to launch VIS, a collection of cautious couture for pets that’s high fashion by day, high visibility by night. To develop the glamorous garments, TBWA\NZ partnered up with international Italian designer Matthew Adams Dolan, known for dressing stars such as Gigi Hadid and Lady Gaga. Drawing from his experience working with the likes of Vogue, Rihanna, and his own dog Maisie, Matthew fused function with fashion, using highly reflective materials to create the eye-catching couture. From puffer jackets and a ‘nightbreaker’ coat to winter woollies and bandana accessories, any pet posing in VIS - The Road Safety Collection will be unmissable. To ensure a showstopping launch, TBWA\NZ enlisted the talents of art and directing collective The Glue Society and photographer Derek Henderson, impressed by the calibre and creativity of their past work. Emulating typical fashion campaigns with a twist, the production centres around catwalk scenarios as seen in the likes of New York and Paris - only this time, the runway is marked by traffic cones, road signs, and zebra crossings. In lieu of spotlights, car headlights illuminate the space, interacting with the reflective garments to showcase their full high-visibility potential. The campaign will feature across AV, VOD, Social, Digital, OOH, PR, and Influencer channels. |
