The Jupiter Drawing Room (Cape Town) was approached with a pretty open brief from Lucky Pet – simply to raise awareness of the Lucky Pet cat food.
The insight that informed the campaign was that the one thing sets Lucky Pet apart from competitor brands is that they only specialise in real fish flavours. If there’s one thing cats love more than anything else, it’s the tasty goodness of real fish, which lead to the campaign line, “It’s fish they’re after”.
In addition, the team realised that cats are quite different to other pets. For example, if a neighbour puts better cat food out for their cat, other cats may leave their own houses to try and get the better food. Combining this insight with cats’ love for fish and the uniqueness of the brand, the team decided to create something different – something that could live online. And because the team was dealing with cats, the internet would be the perfect platform.
The team therefore created a charming, ridiculous, over-the-top journey ad wherein a cat leaves its house and goes off in search of what it really wants – fish. It’s charming, light-humoured, packed with South African nuances, and it’s cute. This is an ad made specifically for cat lovers.
With the Director of the ad, Porteus Xandau from Golden Planes, on-board, the team decided that animation would be the way to go. They could push the envelope in each scene and really craft the cat’s performance, making it as cute as possible, while making sure it best serves the story.
To view the work, click here.
Executive Creative Director: Jonathan Beggs
Creative Director: Lucas van Vuuren
Art Director: Steve Tyler
Copywriter: Gerhard Pretorius
Director: Porteus Xandau
Production House: Golden Planes
Music Composer: Marcus Wormstorm
Animation: Black Ginger
CG Supervisor: Darrin Hofmeyr
2D Animation: Sasha Perdigao
Clean Up and Paint: Thea de Klerk, Daoyi Lu
Backgrounds: Daoyi Lu, Thea de Klerk
Storyboard: Thea de Klerk
Compositing: Angelo Beciero, Chris Bekker
Flame: Marco Reposo de Barbosa, Eddie Addinall
3D – (People, cars cats etc.)
CG Animation : Andre de Villiers, Marthinus Wessels, Roberto Pita, Jac Hamman, Samantha Cutler
Modeling and Texturing: Roelof van Wyk, Hayden Barnett, Lani Greenhill
Lighting and Rendering: Sean Wilkens
The Jupiter Drawing Room (Cape Town)
Black River Park
Phone: 021 442 7000
New business enquiries: Claire Cobbledick: firstname.lastname@example.org
Employment opportunities: Human Resources: email@example.com
Working with Jupiter CT, Protea Hotel Fire & Ice! Cape Town undergoes renovations with an interactive edge
The Jupiter Drawing Room (Cape Town) opened its doors in 1994 with a staff complement of five and a vision to form a business that was known for its creativity and remarkable work. Today the agency that has grown to be the second largest in Cape Town and awarded globally and locally for its creativity.
The agency offers a truly integrated approach. Along with above-the-line creative and execution, the business includes a globally awarded design team; in-house strategy and consumer insights; channel planning; and a burgeoning PR offering. Digital is integrated throughout.
Over the years the agency has built up an impressive body of work and awards success. In 2010 The Jupiter Drawing Room was named joint Agency of the Decade and in 2011 Jupiter (Cape Town) was named Cape Agency of the Year and Design Agency of the Year by AdReview.
The agency name comes from an obscure Guy de Maupassant short story. In a country house in Normandy, France, Madame Tellier and her young ladies ‘entertained’ the local tradesmen downstairs. The local dignitaries however, had a special room set aside for them on the first floor: The Jupiter Drawing Room.
When the agency was founded its philosophy was enshrined in the expression Rem tene, verba sequentur. (Grasp the subject and the words will follow).