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Interactive Annual 13:
Some banner ads move in ways that try to grab, even steal, the viewers
attention. This ads 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 doesnt require any copy to
interact and have fun with the brand. Now, if only they made food for humans.Jeff Benjamin
With a dog that ignores confinement to make
his way across the page, this banner accentuates the special love a dog has for
its food. Remarkable for its lack of copy, the ad relies on movement to bring home
its message and proves that a big budget isnt necessary if you have a clever
idea and a friendly pet.
- 1 agency, 1 client and 1 French Bulldog
- Movement that emphasizes the message
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 hes 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
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