Responses by Démian Campos, creative director, JWT Caracas
Background: This project emerged to support Misu, a new brand of pet food. Due to the current crisis in Venezuela, many brands have disappeared from the market or are very expensive, but Misu offers quality dog food at low prices.
Reasoning: We all know that dogs are the most faithful companions. But, we also know that in addition, they are also the most faithful protectors for you and your home.
Challenges: The execution was the most challenging part of the whole project. From the idea to the execution, it was important to give the print ads the sense of reality that we are looking for. It’s an insight that no pet brand had used as of yet.
Favorite details: We are proud to continue believing in creativity in a country that is currently suffering from enormous hyperinflation, where foreign investments have gone. On the other hand, we think we are able to show something new in this category.
Anything new: We learned a lot. During these hard times in our country of Venezuela, we must continue living, creating and continuing with our careers despite so many obstacles.
Alternative approach: We would like the print ads to have a greater investment in the media and increase the budget to be able to make them more massive.