TREK-9
Background
There is a current shortage of protein supplies needed for the production of dog food. This is due to the increase of pets during and after the pandemic. Our mission is to find a sustainable alternative protein source and create effective campaigns for the intended target audience.
Dog owners: 25-40-year-olds
Financially stable
Lives: inner and outer suburbs
Education level: Medium to high education level; aware of the situation
With the knowledge of a cricket’s nutritional qualities of having 9 essential amino acids, we came up with the name ‘Trek-9’. Trek means ‘a journey’ and ‘9’ originating from the mentioned 9 amino acids. As for our product logo, we came up with K-9, as it is a wordplay for canine and is derived from our brand name, Trek-9. Our catchphrase is ‘a journey into your dog’s future’.
For our big idea - storyline - our brand centres around the story of a dog's journey to Epcot with the latest canine protein source. The concept centres around time travel, future dog food, and the modern era of the most avant-garde and novel sustainable dog food. The narrative would be from a dog's perspective. It would be marketed as an unstoppable trend of protein source evolution, with Trek-9 being the hero product and the superfood product of the future. This lets the audience know the sustainable traits of Trek-9’s pet food brand.
OOH Advertising
Video Advertisement
TEAM
Margaritha Jesslyn
Nuttakan Schuetz
Sherlina Livianto
Yinglin He