While animal cancer is an increasingly prevalent disease amongst dogs and cats, it is a frequently overlooked cause. In fact, although 1 in 4 dogs and 1 in 8 cats currently die from cancer, the awareness of pet cancer is extremely low. Until now, that is. Pet Trust, Canada’s first charitable fund dedicated to cancer cure and prevention in dogs and cats, is raising awareness, and donations, with a “We Are the World”-style song and video featuring an entirely canine cast. And one cat.
A funny music video featuring singing dogs and a smart cat. Help to fight pet cancer and donate at http://www.pettrust.ca. Purina will match every dollar you donate to Pet Trust, up to $125,000.
Product: Pet Trust
Media: Online
Category: Public interest
Campaign Title: "Keep Cancer on a Leash"
Music Video Title: "We Could Be Heroes"
Client: Nestle Purina / Pet Trust
Vice President, Product and Strategy Communications: Mary Siemiesz
Managing Director, Pet Trust: Karen Scott
Agency: Red Urban
Creative Director: Christina Yu
Art Director: Patrick Shing
Writer: Matt Syberg-Olsen
Integrated Producer: Terri Vegso
Strategy & Development Director: Keith Barry
Creative Resources Manager: Mary-Claire Barlow
Production Company: Untitled Films
Director: Curtis Wehrfritz
Producer-: Michael Smith
Executive Producer: Lexy Kavluk
Production Designer: Matt Hopkins
DP: Kris Belchevski
Post Production: Rooster Post
Editor: Christina Humphries
Assistant Editors: Adam Cunliffe, Jawin Laverde
Producer: Yumi Suyama
Executive Producer: Melissa Kahn
Transfer: Alter Ego
Colourist: Eric Whipp
Online: Fort York
Flame Artist: Ernie Mordak
Assistant Flame Artist: Jason Pereira
Audio: Pirate, Toronto
Director: Chris Tait