Small dogs are especially appreciated for their vitality, energy and playful attitude, which must be nourished and protected through a specific diet based on their needs, that differ from those of bigger dogs. Ultima Mini is a specific range for dogs below 10kg of weight by Ultima Petfood, developed to assure them of the right amount of nutrients and energy. The aim of the campaign was to prove in an innovative and entertaining way how a correct nutrition does positively affect small dogs’ vitality and keep their spirits and playfulness high. When small dogs are healthy and well fed, they have the energy they need to express their vitality. And one of their absolute favorite activities to do that is chasing balls. That’s why we made it possible in the most spectacular way, by letting a small dog chase an especially fast and relentless ball: the one bouncing around the pitch of a Serie A football match. Transforming a rather static and purely brand-display driven media into a live show inside the show.
Philosophy
The aim of the campaign was to prove in an innovative and entertaining way how a correct nutrition does positively affect small dogs’ vitality and keep their spirits and playfulness high. When small dogs are healthy and well fed, they have the energy they need to express their vitality.
Problem
Small dogs are especially appreciated for their vitality, energy and playful attitude, which must be nourished and protected through a specific diet based on their needs, that differ from those of bigger dogs.