CHRISTOPHER LINCOLN IDEA MAKER / ART DIRECTOR / CD
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© Christopher Lincoln 2018
Beneful Anthem TV
Beneful was the first mass-market dog food brand to recognize the power of real ingredients. That, plus their keen understanding of the playful relationship between owners and dogs, led to extraordinary success. No surprise, other brands followed with lookalike offerings. But once again, Beneful stepped out in front. Not by just making different products, they made a difference in the world by inviting dog owners to put more play in their day. This timely and engaging idea extended across multiple touch points—and was the centerpiece is a delightful look inside the mind of a dog with the Beneful brand’s first, pure anthem spot. Yup. No eat scene; an historic achievement in dog food advertising.
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