Creativity

Perfect Poop Is Why You Should Buy Halo Dog Food, Says Brand's New Campaign

Angelic Poo Character Fronts Ads From RPA

By Alexandra Jardine. Published on Sep 18, 2017

Editor's Pick

Natural pet food brand Halo has found a new--and very direct--way to tell you why to buy its product--it produces nice poop.

Over the years, pet food ads have gradually shifted from concentrating on the flavor and taste of food to focusing on its health benefits. While Halo's campaign is an extension of that, it goes further, but to combat the ick factor, it mines the potential humor of poop with a halo-ed poop-emoji style animation named "Poopsie."

The animated poop appears in a cutesy musical (seen here), which is running on TV in Ottawa only, as well as in a longer-form educational video and various shorter clips including one that homes in even more on just why the poop is good (small, well-formed, easy to scoop and a "good listener," apparently), and another with a DJ-ing dog. The overall message is that Halo is made with whole meat for superior digestibility and "The Proof is in the Poop."

RPA created the campaign. As well as the social and digital ads, Halo "Poopsie" character will appear in display, radio and OOH ads.

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About

Credits

Date
Sep 18, 2017
Agency:
RPA
Client:
Halo Pet Food
EVP, Chief Creative Officer:
Joe Baratelli
VP, Group Creative Director:
Adam Lowrey
Copywriter:
Adam Lowrey
VP, Group Creative Director:
Nathan Crow
Art Director:
Nathan Crow
Senior Art Director:
Melissa Neborsky
Senior Copywriter:
Ari Alius
Art Director:
Lauren Geschke
Copywriter:
Eric Aldama
Art Director:
Amy Wong
Junior Copywriter:
Hannah Sanderson
Junior Art Director:
Sarah Kershaw
Junior Copywriter:
Katie Handfelt
SVP, Chief Production Officer:
Gary Paticoff
VP, Executive Producer:
Carolyn Casey
VP, Executive Producer:
Selena Pizarro
VP, Director Digital Production:
Dave Brezinski
Director, Print Production:
Susan Cockrell
Senior Art Producer:
Stephanie Breese
Art Producer:
Sandra Sanchez
Producer:
Namrata Abhyankar
Producer:
Grace Wang
Senior Digital Producer:
Tiffany Chen
Digital Producer:
Cassandra Mai
Assistant Producer:
Claire Hendon
Associate Director, Business Affairs:
KK Davis
Business Affairs Administrator:
Bianca Villasenor
SVP, Group Account Director:
Eric Davis
Account Director:
Jana Wentz
Senior Account Executive:
Christina Winsor
EVP, Chief Strategy Officer:
David Berne
Associate Director, Strategic Planning:
Jen O'Sullivan
Strategic Planner:
Ravi Jayanath
Supervisor, Digital Strategy:
Ravi Jayanath
VP, Media Director:
Abe Diaz
Manager, Digital Marketing:
Bert Choi
Production Company:
Transistor Studios
Editorial VFX/Finishing:
Transistor Studios
Creative Director:
Jamie Rockaway
Director:
Jamie Rockaway
Executive Producer:
Damon Meena
Head of Production:
Amanda Schultz
Art Director:
Lyejm Kallas-Lewis
Producer:
Ted Fitzgerald
Production Company:
Deep Sky
Creative Director:
Jared Hobbs
Art Director:
Barret Thomson
Animation/Sound Effects:
Ben Drake
Lead 2D Animator:
Jack Ellis
Music/Mix:
Shindig
Creative Director:
Scott Glenn
Executive Producer:
Debbi Landon
Head of Production:
Caroline O'Sullivan
Sound Designer:
Dan Hart
Composer:
Josh Loucka

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