Hill’s Pet Nutrition launches Because You’re Only Human campaign
Hill’s Pet Nutrition and VML's new platform grows out of a universal human truth that is verifiably both of those things, based on human feelings, hope and fears as well as universally true around the globe.
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To be a pet parent is to be human, and everything that it encompasses, the mistakes, the faults and flaws and the struggles with guilt.
Even so, our pets love us unconditionally. And with Hill’s science-backed nutrition we can give them more love than humanly possible. But we’re still burdened by the worry that we’re not doing enough for them.
In a category where virtually every brand pretends that the pet/pet parent relationship is perfect, our world has been oversaturated with 'happy, healthy' cliches.
Hill’s Pet Nutrition and VML are launching, Because You’re Only Human, this campaign platform grows out of a universal human truth that is verifiably both of those things, based on human feelings, hope and fears as well as universally true around the globe.
Credits
View on- Agency VML/New York
- Production Company The Sweetshop/New York
- Director Nick Davies
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Credits
View on- Agency VML/New York
- Production Company The Sweetshop/New York
- Director Nick Davies
- Executive Producer Jeff Miller
- Editing Big Sky Edit/New York
- Editor Chris Franklin
- Executive Producer Sarah Van Tassel
- Senior Post Producer Ali Corsie
- VFX Supervisor Ryan Sears
- Music Barking Owl
- Executive Producer Ashley Benton
- Music Producer Jenna Pangilinan
- Creative Director Johanna Cranitch
- Chief Creative Officer Fred Saldanha
- Global Executive Creative Director Arlo Oviatt
- Group Creative Director Marie Goodwin
- Associate Creative Director / Art Director Elisa Martin
- Associate Creative Director / Copywriter Lauren Blood
- Senior Music Producer Alexandra Allen
- Producer Joseph Taussig
- DP Jaime Feliu Torres
- Assistant Editor Patrick Fermo
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency VML/New York
- Production Company The Sweetshop/New York
- Director Nick Davies
- Executive Producer Jeff Miller
- Editing Big Sky Edit/New York
- Editor Chris Franklin
- Executive Producer Sarah Van Tassel
- Senior Post Producer Ali Corsie
- VFX Supervisor Ryan Sears
- Music Barking Owl
- Executive Producer Ashley Benton
- Music Producer Jenna Pangilinan
- Creative Director Johanna Cranitch
- Chief Creative Officer Fred Saldanha
- Global Executive Creative Director Arlo Oviatt
- Group Creative Director Marie Goodwin
- Associate Creative Director / Art Director Elisa Martin
- Associate Creative Director / Copywriter Lauren Blood
- Senior Music Producer Alexandra Allen
- Producer Joseph Taussig
- DP Jaime Feliu Torres
- Assistant Editor Patrick Fermo
Our pets are playing a bigger, more central role in how we define family in our lives today. They play an essential role in our mental health and well being. Hill’s recognises that we are our pets’ whole lives. Their love for us is boundless. But we’re trapped by the guilt of not doing enough for them. We feel alone in our guilt. And it bubbles to the surface. When our work and life get in the way. When our human adventures don’t include them. When our social lives can’t accommodate them. Or when we bring new family members home.
We’re left feeling inadequate, always having to play catch up to our pets’ love. While guilt and inadequacy is rationalised through many behaviours, underneath the surface lies one unarticulated emotion: fear about the imbalance of love.
The big shift here is how Hill’s is moving the category from just talking about the easy, happy, healthy state of pet-parent relationships to championing the struggles of guilty parents trying to live up to the love of their pets
Pet owners sometimes feel guilty they can’t love their pet as much as they love them and now through the transformative power of Hill’s nutrition, they can get pet parents closer to returning their love with the right food.
Caroline Chulick - SVP, Global Growth & Innovation, Hill’s Pet Nutrition said: “There’s a universal truth when it comes to pet parents: We sometimes feel guilty we can’t love our pets as much as they love us. Through our new campaign, Hill’s Pet Nutrition wanted to show pet parents that we’re here to help them return their pets’ love in the healthiest way possible, with science-backed nutrition. Through the transformative power of science-backed nutrition, we work to help pets live healthier as long as possible.”
Carrick Massey, U.S. Senior Vice President Marketing, Hill’s Pet Nutrition adds: “The Hill’s brand was created out of the love for pets and the desire to help pets live longer, healthier lives. With Hill’s, pet parents can rest assured they are giving their pets advanced nutrition backed by science. Our team of veterinarians, nutritionists and food scientists develops nutrition driven by pets’ needs and pet parents’ desire to give their pets more.”
Fred Saldanha, Global CCO, VML added: “This journey began the only way it should, with a killer insight. ‘I can never love my pets as much as they love me’ really helped to shape our platform, and it's unlike anything else in the category. I love that we dived into every pet parent's guilt and created something they believe in. This is just the beginning of something super exciting.”
