Animal wellbeing has always been deeply important to me, so this concept immediately resonated. By revealing that a small “treat” can equal the calories of an entire hamburger, the campaign uses humour to spotlight a serious truth: we often overfeed the animals we care about. I focused on clean, character-driven images that keep the message warm, accessible, and honest, rooted in the belief that looking after our pets starts with understanding what they really need.

Thank you to the team: Agency Persuade • Production Bruut Amsterdam • Director Alain Friedlich • Gaffer Wiegert de Vries • Best-boy Yannick van de Graaf • Set dresser Rivka Koops • Prod. design assistent Angeli Lang • Senior Producer Esther IJtsma • Junior Producer Roos Dijk • Producer Youness Salmoune • Animal Handler Jaap Zunneberg • CGI Auke de Vries, Koen Hesseling / Mario • Welkoop Hoorn Manager Koen Vriezen