Ezi-LockOdour launches first brand campaign via Communicado
Mae Mizuno Li: 'The film both shocks you and makes you laugh, but in essence, it captures the horrible smell and embarrassment cat parents feel and shows what millions of people worldwide already know.'
Ezi-LockOdour, the kitty litter system brand, has launched its first brand campaign with integrated agency Communicado.
The campaign targets cat parents who often don’t know or forget about odour control for their cat's litter and encourages cat owners to pre-empt the stink and banish kitty litter odours for good.
The ‘Saves You From Smells’ campaign dramatically depicts the lengths a cat owner goes to when they have an inferior kitty litter system. Through exaggerated hyperbole and a humorous before and after, the campaign shows that Ezi-LockOdour’s superior litter system removes cat smells, bringing you closer to your furry friend.
The campaign is live across BVOD & social.
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Annie Price, Communicado’s executive creative director, said: "This product is a cat-egory game changer. And as soon as the team shared the idea with me, I knew it would work a treat, portraying the problem / solution in a simple, gettable, entertaining way. From horror story to happy days."
Unicharm Australasia Ezi-LockOdour brand manager Mae Mizuno Li, added: "We love the way the campaign has come together! The film both shocks you and makes you laugh, but in essence, it captures the horrible smell and embarrassment cat parents feel and shows what millions of people worldwide already know - that Ezi-LockOdour really does Save you from Smells."
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Communicado delivers integrated thinking and creative solutions, combined with PR, digital and shopper delivery for some of Australian brands such as BabyLove, Asahi Beverages, Petstock, Dulux and Carpet Court.
CREDITS
Client: Unicharm Australasia General Manager Marketing: Michael Joel Brand Manager, Ezi-LockOdour: Mae Mizuno Li
Creative Agency: Communicado
Executive Creative Director: Annie Price
Associate CD/Writer: Chris Buchanan
Associate CD/Art Director: Simon Fleming
Senior Designer: Jack Dinsmoor
Integrated Strategist: Daniel Hedger
Group Account Director: Wil de Souza
Account Manager: Narayanan Subramani
Head of Content & Social: Anna Barham Kumar
Senior Digital Creative & Social Media Manager: Lydia Burrows
Digital Producer: Amy Greer
PR Account Director: Claudia Frederick
Media Agency: Cole Media General Manager: Candice Cole Digital Director: Anya Subberwal Director: Daniel Dunn Producer: Kalliroy Edlin VO Artist: Carly Wilding Talent: Carly Wilding Animal agent: Lauren Paws Hair & makeup: Amy Kenny Location: Photoloco
Sound: Production Alley
Photography: Kit Haselden
