The Farmer's Dog's story of how it could win the game with its Emmy-nominated commercial
The duo of The Farmer's Dog and The Farmer's Dog, the goal of their first Super Bowl ad was simple to make viewers cry. "There was a line in the brief which said basically, if we do not cause people to cry, that's a failure," says filmmaker Goh Iromoto. The man who helped bring The Farmer's Dog now-iconic (and Emmy-nominated!) commercial "Forever" at the notice of. "I'll never forget that phrase. It was an enormous motivational influence on my creativity and in my personal life."
We wanted to know more about the commercial Staff-Picked which was the highest rated commercial during that year's Super Bowl and has been nominated to receive an Emmy nomination (!) We had a conversation with Goh as well as the team of creatives from The Farmer's Dog to find out more about their amazing collaboration process, their detailed outline, and the dog that was involved in developing the idea for the commercial. Find out more about the episode's top takeaways or see the full conversation above.
| Project name | "Forever""Forever" Farmer's Dog |
| Stakeholders |
Teressa Iezzi Director of Content and Creative
Sophie Forman, Director of Brand Design |
| The objectives for the Campaign |
Teressa and Sophie were looking to develop an advertisement that represented their company rallying cry, "Long Live Dogs."
The company's strategy has always been to focus its marketing efforts on small aspects of their product. However, Teressa and Sophie were conscious that their Q1 marketing campaign needed to be more specific regarding their strategy in order to bring their objective -- to assist dogs live longer, happier healthier lives -- more prominent by using a new approach. |
| Goals |
* Recreate the Farmer's dog's purpose and rallying cry using art, and creativity
• Tell an emotional story that is more than the details of the product. |
| Timeline Timeline |
The whole campaign took 4 months from the beginning until the end until the campaign was completed and the overall design of the campaign seems to be the following:
Octobre November | Goh is a member of his team. December | Shoot January | Post-production February |
| Resources | The Farmer's Dog team worked incredibly closely with Goh to generate the concept. Goh played the role of creative director, as well as Director of the venture as together with Teressa and Sophie played key roles as partners in the design of the idea. They worked together on the concept from beginning until the end. |
| Principals to pick up the crumbs |
* Make sure you invest in your brief
The narrative is the primary aspect to be focused upon instead of the product. * Great work deserves great promotion |
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