The challenge
Having secured a last minute deal to sponsor ITV’s popular show ‘Britain’s Top 100 Dogs – Live’, Pets at Home approached us to conceptualise and produce a series of idents. Pets at Home wanted to use this opportunity to give airtime to all their group brands including Vets4Pets and GroomRoom, whilst always being mindful of the strict protocols of a sponsorship ident.
The solution
It goes without saying that we needed to involve our canine friends in the idents, so we created a series of 12 different cuts to be used throughout the live broadcast in a particular sequence. The concept was that when we cut to a break, the dogs would be called ‘backstage’ to receive pampering / checks / new wardrobe from the Pets at Home group teams, allowing us to bring to life their service offerings in a fun engaging way. Research shows that when sponsorship idents are created to be relevant to the programming content they have a higher rate of brand recall.
The experience
With incredibly short deadlines to work to (3 weeks from brief to screen), we managed the entire process for our client from concepts to casting, locations, and final delivery to the broadcaster, meaning they were able to carry on with their other work commitments in the knowledge we would deliver the set of idents on time, and exceeding their expectations.
