Edgard & Cooper
Taking a stand against fake pet food.
Edgard & Cooper
We Are Pi
Senior Creatives
Pedro Giomi
CZAR
Jose Hernandez
Behind our best friend’s meals there’s a complex process that transforms various ingredients into countless bits of kibble through grinding, refining and compacting. But how healthy is this stuff? It turns out that many of the pet food brands rely quite heavily on “meat meal”.
This ultra-processed and pulverised mix made from rotten meat scraps has shown to take a toll on our pets’ health and lifespan. It’s from this upsetting truth that Edgard & Cooper was born, a pet food brand with a mission: to make sure our dogs and cats are eating kibble made from the real deal. So to truly disrupt the pet food category, we recruited a pack of fake pets showing the effects of feeding our furry friends with bogus food.
"The sad fake animals in this campaign aim to shake up the pet food category"
Our pack of fake pets were the stars of the show, and to get them looking just right while showing the tough times they were going through, we teamed up with @eva_arends, a skilled prop and puppet maker from Amsterdam.
Handmade pet puppets with love by @eva_arends.
Detailed look at the textures and sad expressions.
On set capturing the practical effects.
Creating the contrasting environments.
Every detail was handcrafted to show the tough times.
"Ad Song Goes Viral on YouTube"
Our pack of fake pets were the stars of the show, and to get them looking just right while showing the tough times they were going through, we teamed up with @eva_arends, a skilled prop and puppet maker from Amsterdam.
Successfully launched the campaign across the UK, Netherlands, Belgium, France, and Germany.
The custom 80s love song went viral with fans demanding it on YouTube.
Successfully disrupted the category by championing real, non-processed pet food.