Embracing PetCircle’s vision of “Petlightenment,” the aim of this campaign was to inspire pet parents to elevate their care practices to achieve the ultimate state of “Petlightenement.” The concept revolved around three key steps to achieving Petlightenment, all of which emphasised PetCircle’s USPs. Our task was to translate this vision into a captivating suite of hero films and accompanying integrated OOH campaign that would resonate with audiences on both emotional and comedic levels, while keeping the content fresh.