Interactive Annual 13:

IAMS

“Some banner ads move in ways that try to grab, even steal, the viewer’s attention. This ad’s movement is consistent with its message, which makes the message more authentic and thus, more powerful.”—Liz Castro

“A fun spin on an old media space. And it doesn’t require any copy to interact and have fun with the brand. Now, if only they made food for humans.”—Jeff Benjamin

Creator’s Comments: “There were two things we wanted to achieve with this assignment: First, to be extremely entertaining and second, to create something that was entirely unique to the Web. We knew we needed something simple that could work by visual alone. We chose an idea that depicted the true nature of the relationship between a dog and its food.

“The client loved and bought the idea, but when it came to the production stage, there was neither a budget nor time. There was not even enough money to cast a dog, which of course was crucial to the concept.

“Makino, the art director and father of the idea, had no choice but to turn to his own beloved dog, Apollo, a good-looking, friendly, French Bulldog. He is not smart. For that matter, his only forte is that he’s sprightly. Obviously it was not going to be the same as shooting a professionally trained dog.

“On the day of the shoot, Makino had to be both art director and animal trainer. We then cut and pasted together the best footage.”—Beacon Communications K.K.

Credits:
Yasuhito Imai/Kiyohiko Yagishita, creative directors
Tomokatsu Takayama, associate creative director
Whit Friese, executive creative director
Hiroaki Makino/Yukichi Shikata/Daisuke Suzuki, art directors
Keigo Kurihara, FORM::PROCESS/Takaaki Yagi, FORM::PROCESS, graphic designers
Ryo Mochizuki, producer
Hisashi Tamai, TKO Inc., photographer
Beacon Communications K.K., project design and development
The IAMS Company, client