ManyPets has teamed up with creative agency 20something to launch ‘Tailmates,’ a playful new brand platform celebrating the unbreakable bond between pets and their owners. The campaign reframes pet insurance around life, love and the everyday moments that make pets part of the family.
Intriguingly, in the spot, pet parents have the same tail as their pets. Through humorous scenes, from morning routines to relaxing at home, the campaign reflects the joyful ways pets shape daily life.
The shared tail quickly became the campaign’s signature asset, according to the team. Early explorations were wide-ranging, but tails stood out for being distinct, funny and endlessly adaptable across formats.
Andrew Barnard, co-founder of 20something, said: “From the moment we met the ManyPets team, it was clear how deeply they understood the lives of pet parents. With ‘Tailmates,’ we wanted to create something visually iconic that captures the humor, humanity and depth of those relationships. It’s a rare brief that lets you build something this simple and this distinctive – a platform that the brand can flex, evolve and have fun with for years.”
Co-developed with ManyPets’ in-house team, the work spans TV, video-on-demand, digital, social and performance channels, offering a flexible, culturally relevant platform that celebrates the love, routine and companionship pets bring to everyday life.
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We started 20Something so that we could offer expert creative resource at a budget that brands can actually stomach. We are on a mission to put more of the client’s...