
Tongue
Advance
Issue 7 | July 2008
Agency
Clemenger Proximity Melbourne
Creative Team
Tan Gout Nee - Executive Creative Director;Ruben Cirugeda - Art Director;Glen Dickson - Copywriter
Production Team
Sharon Adams - Production Manager
Other Credits
Matthew Davies - Account Manager
Date
April 2008
Background
Advance strives to produce pet food that is as nourishing as it is tasty – that’s why the product is constantly tested to ensure utmost nutrition and palatability. The company is so confident in the quality of the food that they offer a 100% money-back satisfaction guarantee on their entire range of pet food. This made the agency’s aim clear – they wanted Australian pet owners to question the nutritional value of their current pet food, and try Advance.
Idea
If you hold something tasty in front of a hungry dog or cat you can instantly see their tongue loll out of their mouths, licking their lips and drooling. This typical reaction inspired an idea that allowed the agency to use the letterbox space in a new, innovative way. Rubber tongues were left hanging out of mailboxes – mimicking that of a hungry dog. Stuck to each tongue was a card explaining how Advance Pet Food can give pets all the nutrition they crave. A web address with a store locator drove purchase.
Results
Not yet available.
Target Audience
Dog and cat lovers around Australia – their pet’s health and wellbeing is a priority, and they want to know that their animal is getting the nutrition it needs.
Size
1,000 mailings
Our Thoughts
Great DM is always aware of context. Where exactly will the piece be viewed? What environment will it be in? Here, in thinking about the context, the team have managed to turn a mailing into something akin to a poster.