Southern Cross Pet Insurance and TBWA\New Zealand have worked with designer Matthew Adams Dolan to keep pets safe on the road with the launch of VIS, a high-visibility fashion collection that everyone will see coming. The campaign comes as part of their ‘Live Your Pet Life’ initiative, which seeks to highlight the dangers pets commonly face, and find engaging ways to raise awareness and combat them to keep our best friends living longer.
TBWA\NZ and Southern Cross analysed data on the main risks pets face and identified a road safety issue among the NZ animal community. They found people are not always as careful as they need to be and drivers don’t always pay attention to pets around the road, especially at night.
The resulting idea was to create high visibility wear for pets, that would ensure pets are seen. This led to VIS – The Road Safety Collection, a collection for pets that’s high fashion couture in daylight, and hi vis for safety in car headlights.
To develop a range that would get everyone in New Zealand taking notice, TBWA\NZ partnered with international fashion designer Matthew Adams Dolan. Dolan first shot to fashion fame through his work with Rihanna and has since gone on to dress the likes of Lady Gaga and Gigi Hadid. Drawing on his experience working with the likes of Vogue, Rihanna, and his own dog Maisie, Matthew fused function with fashion, using a range of highly reflective materials to create a collection you can’t miss. From puffer jackets and a night breaker coat to winter woollies and bandana accessories, any pet posing in VIS – The Road Safety Collection will be unmissable.
Dolan says he was excited to create ‘VIS – The Road Safety Collection’ on behalf of New Zealand’s dogs.
“As a dog-lover and owner of Maisie, I was inspired to receive such a meaningful brief. It’s been an amazing journey working on launching this range and highlighting road safety issues for pets and make garments that are fashion forward and purposeful.”
The campaign stars an eight-piece hero catwalk collection and a range of ready to wear bandanas that New Zealanders can register to get their hands on. Like any fashion label, a fan should be able to commission a couture outfit to size, so one bespoke designed outfit will be auctioned via Trade Me with proceeds going to Pet Refuge.
To make sure the collection had a true fashion feel TBWA\NZ enlisted the talents of art and directing collective The Glue Society and photographer Derek Henderson. Emulating typical fashion campaigns with a twist, the production centres around catwalk scenarios as seen in the likes of New York and Paris, only this time, the runway is marked by traffic cones, road signs and zebra crossings.
In lieu of spotlights, car headlights illuminate the space, interacting with the reflective garments to showcase their full high-visibility potential. The campaign will feature across AV, VOD, Social, Digital, OOH, PR, and Influencer channels.
Shane Bradnick, CCO at TBWA\NZ, says: “Our idea was to combine Matthew’s signature oversized and exaggerated design features with retro reflective and iridescent materials to make pets physically unmissable to distracted drivers.
“It’s been a truly global fashion collaboration for a purpose that we all love as an agency of pet lovers. With Matthew based between Italy and New York, Southern Cross Pet Insurance and ourselves based in New Zealand, our creative team currently based in London and fabric suppliers from all around the world, it’s been incredible to experience everyone coming together to create something very special.”
Southern Cross Pet Insurance General Manager Anthony McPhail says: “We’d much rather help prevent beloved pets needing care with top-notch protective gear, than have to treat a painful injury. I’m excited to see how Aotearoa responds to ‘VIS – The Road Safety Collection’. We believe it will help keep humans safe too, which can only be a good thing for pets, who want their bowls readily replenished by someone they love unconditionally.”
From April 8th, New Zealanders can visit southerncrosspet.co.nz/vis to get their hands on one of 100 ready to wear day-to-night VIS bandanas. Southern Cross Pet Insurance customers can also go in the draw to win one of five original garments. The auction for the bespoke piece designed by Matt will take place on Trade Me in May.
Agency: TBWA/New Zealand
Production Company: Revolver
Art & Directing Collective: The Glue Society
Director: Pete Baker
Executive Producer: Jasmin Hellier
Line Producer: Mark Foster
DOP & Photographer: Derek Henderson
Post Production: The Glue Society Studios
Media Agency: MBM NZ