SNEAK Pet Food

For National Pet Month, we asked a very Sneak question: what happens if your dog gets its paws on Sneak? The answer, obviously, was world domination.

The idea became a parody ad about a canine uprising fuelled by Sneak-boosted brain power. We flew to Albania to shoot it, led by super actor dog Coffee, with every other dog in the film recruited from a local shelter. Rather than leave it at entertainment, we used the campaign to run an adoption appeal for our canine cast, helping a few of them find new homes along the way.

I led the project end to end - from concept and script through to creative direction, shoot and edit - before extending the idea into product. Dog Sniscuits and the Squeak Energy toy gave the campaign a life beyond the film, turning the joke into something the Sneak community could actually get their paws on.

It became our strongest-performing YouTube ad to date, delivering our lowest CPM, with 35% of viewers watching at least a quarter of the film and 15% making it to the end - double our previous best.

Long live the Pawmrades.