Kibble for People

Creative idea

Most pet food advertising is built around an imaginary animal perspective – as if they’re the decision-makers and their humans are just passive, secondary characters. For Optimeal, pet food developed for longevity, we took a different approach. Because the truth is – animals don’t care about longevity. People do. It’s us who don’t want to lose our companions too soon. It’s us who’ll do anything to keep them with us a little longer. We captured this insight in a campaign with the message: “Kibble for people who want their pets to live longer.”


Brand name: Оptimeal
Advertiser / client: KORMOTECH
Product / service: Pet Food
Campaign name: Kibble for People
Agency network: INDEPENDENT AGENCY
Agency: Banda agency, Kyiv
Web address: https://www.optimeal.eu/en
Creative director: Artem Karelin
Art director: Oleksii Prylipka
Copywriter: Alesia Bondar
Account director (agency): Yevheniia Dvoretska Anastasiia Chaikovska
Strategic planner / strategist: Olena Starko, Alyona Koltunova
Additional company: Оptimeal Teams: Senior Brand Executive / Premium brands – Roman Shpak Brand managers – Khrystyna Fendorak / Serhiy Kindrat / Natalia Olinkevych Head of brand communications department – Olena Holub