Creativity

In South Africa, A Dog Food Brand Creates 'Boom-Free' Fireworks

Bobtail Tries to Raise Awareness of How Harmful Fireworks Are for a Pooch's Hearing

Published on Nov 18, 2013

Editor's Pick

South African agency Joe Public, along with dog food brand Bobtail and the NSPCA, wanted to raise awareness about how fireworks affect dogs. With a heightened sense of hearing, what comes off as a few bangs and booms for humans actually cause immense stress and anxiety to pooches.

So, in advance of "fireworks season" in South Africa, which begins with the Hindu festival of Diwali, and continues with Guy Fawkes Day, New Year, and the Chinese New Year, Bobtail created a new type of firework, which doesn't bang or pop, but contains a message instead. Since the sale of fireworks is actually illegal in the country (most people buy them off the black market) the agency sent them to media and influencers to try and raise awareness about the issue.

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About

Credits

Date
Nov 18, 2013
Agency:
Joe Public Johannesburg
CCO:
Pepe Marais
Client:
Bobtail
CD:
Roanna Williams
Art Director:
Wynand Botha
Art Director:
Archie Malinga
Copywriter:
Gert Laubscher
Production:
Debbie Miller
AV Production:
Tsholo Modisane
Prod. Co.:
Digital Monkey

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