Menu
Mail & Door Drops
 

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.

Related Articles