Agency: Jung von Matt, Stockholm, Sweden
Creative Director: Johan Jäger
Art Director: Mikael Kriisa
Copywriter: Petter Dixelius
Photographer: Sven Prim
Dog: Paco

PERCEIVED CREATIVE BRIEF

Advertising Strategy

1. Cognitive: Dogs are like people and there’s an alternative to locking them up all day while you’re gone.
2. Affective: You should be worrying about what your dog is doing while you’re away—they do some ridiculous things.
3. Conative: The end goal is to create a sense of panic and fear in a humorous manner that leads the consumer to admitting their dog to our daytime dog care.

Positioning
Just like some people, dogs do bad things when there isn’t anyone around to watch them. Your dog has a personality and human characteristics all it’s own and sometimes that personality gets them into trouble when they do things they shouldn’t while you’re away.

Consumer Promise
Your pet is in good hands and not getting into trouble while at Stockholms Hundforum, so, don’t worry about what they might be doing while you’re away.

ADDITIONAL EXECUTION

1. Visual: Paco sprawled out on the couch surrounded by empty beer cans, bottles of hooch, cigarette butts and a bag of cat-nip made to look like marijuana.
2. Copy: What’s your dog up to when it’s home alone?