MORE TH>N | Content
Every January Britain can look forward to the usual New Year’s resolutions, the (in)famous Blue Monday and a glut of gluttony-busting celebrity fitness videos – often fronted by Davina or ex Big Brother residents. This year, however, January saw us take one of these age-old traditions and make it very new…
A celebrity fitness video. For man. And dog. Fronted by Olympian, and dog owner, Louis Smith.
Petsercise with Louis Smith was created by us for our client MORE TH>N as a compelling and creative means to raise awareness of the ongoing dog obesity crisis in the UK (currently 1 in 3 dogs are overweight).
Throughout the free to view 11 minute video Louis Smith, along with two dogs, perform a number of bespoke exercises guaranteed to make owners and their dogs work up a sweat… if dogs could sweat, that is.
Like a thirsty dog at the end of Petsercise, the media lapped up the news of the first man and dog fitness video, with outrageous coverage including page lead on PAGE 3 of the Daily Mail, a DPS in the Independent, front page of the i, Hello Magazine, New Magazine and fantastically branded TV pieces on This Morning and Channel 5’s Saturday Show. Then there was the Mail Online, Telegraph online, Daily Star, Star online, OK! online, Hello online and Metro online – to name a few more high profile media outlets from the mountain of coverage secured.
Not a bad way to start the year!