ACANA Cat & Kitten campaign
Project Summary
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Your creator(s)
Full brief
Overview
Details
Concept
Please choose one of the following creative routes and create a video with your own unique take on the creative. When creating the video please keep in mind who the ACANA audience is (description below).
Who is the ACANA lover?
They care for their pet like it is their child. They enjoy leisurely outdoor activities like gardening and walks outside. They also enjoy more indoor activities, like crafts, and love to cook comfort food. They want to be spoken to in a way that they can understand with just enough detail about what’s in the food, as well as what is not.
For them, a home doesn’t feel like a home without their pet.
NB: Content should feel natural and not too staged, we'd love to see real love, emotion and connection being displayed.
Creative Route 1
Review style video – in this video, talk about the nutritional benefits of the ACANA product and how much your cat/kitten loves the food. Talk about any immediate changes/benefits you have noticed since swapping the food, such as a shiny coat or boundless energy.
Creative Route 2
POV from your cat – in this case it would be a video from your cat’s perspective and could include a voiceover or captions, make sure it is light-hearted and fun but still outlines the nutritional benefits of ACANA.
Creative Route 3
Morning/Evening routine with your cat – this video would be in the style of a day in the life routine and would include your cat's mealtime enjoyment. Include any enrichment activities you do and clips of your happy cat being themselves.
Creative Route 4
This could be a comical styled video that plays on viral trends like the ‘hands in’ trend and focuses on how ACANA gives your cat/kitten boundless energy to be themselves – spotlight their personality and favourite food.
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Key messaging/content mandatories
Specs/mandatories
- Please shoot in a horizontal format for YouTube and then cut down to provide the video in 1080x1920/9:16 (reel), 1080x1080/4x5 (grid) + 16:9 for YouTube.
- Please can the main part of the reel be shot centrally so that the video can also be used in a 4:5 spec.
- Video length no longer than 30 seconds.
- Maximum file size: 4GB
- ACANA must always be written in capital letters.
- Don't feature any other brands within your content, including visibly branded clothing.
- Don't show your pet wearing any clothing/accessories in content (including harnesses).
- Please don’t have your cat bowl overflowing if featured.
- Please don’t pour food directly into the bowl without a measuring cup to avoid over feeding.
- Please do not have/use any of the following: choke collars, spray/citronella collars, prong pinch collars, spiked collars, chain collars, electric collars, extendible leads (risk of failure) or any negative training methods where your cat looks uncomfortable.
Messaging
Please utilise the provided messaging (either or both) as inspiration for your script or text overlays but infuse it with your own tone of voice and the recipes featured to ensure it resonates authentically. Must share script/storyboard ahead of filming.
ACANA Cat features 65-70% small prey ingredients balanced with fresh vegetables, fruits, and botanicals, nourishing your cat naturally while offering a taste they crave.
A third of the meat in all ACANA cat recipes is either fresh or raw high quality animal proteins such as fresh chicken and raw whole salmon, providing the nutrition they need and flavour they love.
ACANA Cat is available in four delicious recipes including Kitten and Indoor cat formulas. Every ACANA recipe is formulated to support your cat depending on their life-stage, using ingredients that give your cat/kitten everything they need to be healthy, happy, and strong.
Inspiration
- https://www.instagram.com/p/ClO20nVg-4p /
- https://www.instagram.com/p/CnUstToIg6o/
- https://www.instagram.com/p/C36CJ_ISyG0/
- https://www.instagram.com/p/C0Sc9envxEl/
Creator Requirements
Description
Create organic UGC-style video content showcasing the benefits of the ACANA cat and kitten food and how much your cat/kitten loves the food. This could be in the style of a 'review' talking-to-camera video or focused on your cat with text overlay or music.
The objective of this campaign is to create authentic content that will resonate with pet owners and encourage purchases of the range by highlighting the nutritional benefits and flavour of the food.
TIP: Let us know which Creative Concept you would like to do and why
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At ACANA, we love pets. That’s why our complete and balanced recipes are crafted with ingredients you know and love, to match your pet’s natural nutritional needs.
Product range: https://www.acanapetfoods.co.uk/product-category/cat-food/acana-cat/
Depending on which recipe you are provided with (based on diet/health requirements) please feel free to include Nutritional information and benefits within your video. You can find a list on each product page.
Concept
Please choose one of the following creative routes and create a video with your own unique take on the creative. When creating the video please keep in mind who the ACANA audience is (description below).
Who is the ACANA lover?
They care for their pet like it is their child. They enjoy leisurely outdoor activities like gardening and walks outside. They also enjoy more indoor activities, like crafts, and love to cook comfort food. They want to be spoken to in a way that they can understand with just enough detail about what’s in the food, as well as what is not.
For them, a home doesn’t feel like a home without their pet.
NB: Content should feel natural and not too staged, we'd love to see real love, emotion and connection being displayed.
Creative Route 1
Review style video – in this video, talk about the nutritional benefits of the ACANA product and how much your cat/kitten loves the food. Talk about any immediate changes/benefits you have noticed since swapping the food, such as a shiny coat or boundless energy.
Creative Route 2
POV from your cat – in this case it would be a video from your cat’s perspective and could include a voiceover or captions, make sure it is light-hearted and fun but still outlines the nutritional benefits of ACANA.
Creative Route 3
Morning/Evening routine with your cat – this video would be in the style of a day in the life routine and would include your cat's mealtime enjoyment. Include any enrichment activities you do and clips of your happy cat being themselves.
Creative Route 4
This could be a comical styled video that plays on viral trends like the ‘hands in’ trend and focuses on how ACANA gives your cat/kitten boundless energy to be themselves – spotlight their personality and favourite food.
-------
Key messaging/content mandatories
Specs/mandatories
- Please shoot in a horizontal format for YouTube and then cut down to provide the video in 1080x1920/9:16 (reel), 1080x1080/4x5 (grid) + 16:9 for YouTube.
- Please can the main part of the reel be shot centrally so that the video can also be used in a 4:5 spec.
- Video length no longer than 30 seconds.
- Maximum file size: 4GB
- ACANA must always be written in capital letters.
- Don't feature any other brands within your content, including visibly branded clothing.
- Don't show your pet wearing any clothing/accessories in content (including harnesses).
- Please don’t have your cat bowl overflowing if featured.
- Please don’t pour food directly into the bowl without a measuring cup to avoid over feeding.
- Please do not have/use any of the following: choke collars, spray/citronella collars, prong pinch collars, spiked collars, chain collars, electric collars, extendible leads (risk of failure) or any negative training methods where your cat looks uncomfortable.
Messaging
Please utilise the provided messaging (either or both) as inspiration for your script or text overlays but infuse it with your own tone of voice and the recipes featured to ensure it resonates authentically. Must share script/storyboard ahead of filming.
ACANA Cat features 65-70% small prey ingredients balanced with fresh vegetables, fruits, and botanicals, nourishing your cat naturally while offering a taste they crave.
A third of the meat in all ACANA cat recipes is either fresh or raw high quality animal proteins such as fresh chicken and raw whole salmon, providing the nutrition they need and flavour they love.
ACANA Cat is available in four delicious recipes including Kitten and Indoor cat formulas. Every ACANA recipe is formulated to support your cat depending on their life-stage, using ingredients that give your cat/kitten everything they need to be healthy, happy, and strong.
Inspiration
- https://www.instagram.com/p/ClO20nVg-4p /
- https://www.instagram.com/p/CnUstToIg6o/
- https://www.instagram.com/p/C36CJ_ISyG0/
- https://www.instagram.com/p/C0Sc9envxEl/
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DO
- Please shoot in a horizontal format for YouTube
- Please film in natural bright light
- Add engaging captions to your video! remember to submit the version with and without! (SafeZone Tool)
- Keep it lively and energetic - we want to encourage the audience!
- Shoot high-res
- Submit all formats after sign off
DON'T
- Don't sound like you're reading off a script
- Don't film via TikTok app. MUST use back camera and edit via CapCut or similar.
Remember to film in horizontal format. Twirl can support with creating the portrait and 4x5 formats if you are unsure.