Visit Victoria creates tourism ad for dogs
Visit Victoria and Clemenger BBDO Melbourne have created a tourism ad targeted at dogs.
The digital campaign has been optimised for dogs’ vision and hearing and includes a video of dogs enjoying various locations across regional Victoria.
The ad also endeavours to address the barrier 65% of Victorians face, which is not being able to go away for the weekend due to having pets to look after.
I’m glad they’re putting it out there so I know where NOT to go.
Did you optimise it for dog vision or for awards?
I like this.
I mean it’s clearly designed to be a ‘first’ for awards, but at least they’ve done something that is actually designed to get people acting, rather than just a shitty ‘prototype that will never exist’ or ‘random print ad with no purpose’.
This is beyond awards. This is a global trend that we see everywhere. It is one of the most common things we hear in research. A typical comment is that ‘Pets are family – you don’t leave your family behind when you travel do you’?
But equally the tell me so I can avoid them is also a reaction we hear. So I think giving people the info on where to go and doing it in a fun way is absolutely grounded in a customer perspective – and if that wins awards surely that is good (if not slightly unusual)
This work has a refreshing honesty to it; I mean, why bother with all the hassle of making a campaign these days, when one can just skip straight to making the awards video? It’s unfortunate because it’s actually a really good insight. It just seems incredibly cynical in the way it’s packaged.
I get it!
Dog Vision is stills and footage of other dogs doing what dogs do!
I think I will launch Human Vision – a bunch of stills and footage of humans doing what humans do.