The Challenge

Convince people, that Eucanuba is good for brain development and function.

The Thinking

Eucanuba contains an optimal balance of Omega 3 and Omega 6 essential fats. One of the main benefits of these is that they help with brain development and function. So really, Eucanuba dogs are not only healthier and shinier. They are also smarter. They didn’t just say that, they wanted to show that.

The Solution

They found five well-trained dogs. Some pretty and some less pretty. And then they spent some time training them to carry Eucanuba bags around in their mouths. Once they have perfected this task, they took them to busy shopping centres and trained them to walk between two established points.

The reactions were exactly what Eucanuba hoped for.

Advertising Agency: Saatchi & Saatchi, Johannesburg, South Africa
Creative Director: Bennie Du Plessis
Art Directors: Bruce Murphy, Keshia Meyerson, Teboho Mosothoane
Copywriters: Ben Du Plessis, Olwen South
Released: 2009