To celebrate the launch of supermarket lidl’s new pet-care range, KITCHEN brought to life the two central characters of an excitable dog, Max and a slightly aloof cat Mila.
Brief
Taking characters that up until now had only lived on packaging and breathing life into them for a set of five 20 second spots, KITCHEN built a whole world around Max and Mila.
To be able to take the campaign everywhere, KITCHEN were tasked with creating a whole suite of assets that could be used across platforms and formats. Wanting to reach pet owners that understand, not only the nutritional benefits of balanced pet food, but that each of their furry friends has a unique personality and that they deserve good things. ‘Weil beste Freunde Gutes verdienen’
Approach
Experts at building worlds from single ideas, KITCHEN immediately jumped straight in, taking the warm and funny scripts and translating them into moments in the life of Max and Mila that feel unmistakably real. Crafted to communicate like real companions, the approach to comedic timing, character interaction and the overall campaign message kept heart at the centre.
A large aim of the campaign was to keep the cartoon-like style of Max and Mila from the packaging but ensure that the films felt designed for adults; engaging, witty and depicting a companionship that feels relatable on a very human-level.
Collaborating with the team from Lidl and agency Jung von Matt from the get go, together we nailed down exactly the personalities, humour and wider world of Max and Mila, ensuring that the characters stay true to that original vision in every campaign iteration going forward.
Design
Working with an already established brand look for Max & Mila but wanting them to move like real animals, KITCHEN and the team developed an animal reference behaviour guide comprised of footage of dogs and cats moving, reacting and living. This guide served to ensure that authentic behaviour and movement was at the heart of Max and Mila.
Imbuing personality into each frame and ensuring that every pet owner recognises and relates to the characters, KITCHEN worked on making Max and Mila a quintessential dog and cat with every excited tail wag and slow blink.
Utilising the brand palette, KITCHEN built a world that feels lived-in and warm, the perfect environment for the films and space for the characters to shine. With subtle references to the brand’s heart motif in the background, Max and Mila felt right at home within the world of the animations.
Music and Sound Design by Box of Toys.
