Southern Cross Pet Insurance

Hi-Vis High-Fashion For Safe Pets

Agency: TBWA/New Zealand


Southern Cross Pet Insurance and TBWA\New Zealand have teamed up with designer Matthew Adams Dolan for the launch of VIS, a high-visibility capsule fashion collection to keep pets safe on the road. The campaign comes as part of their ‘Live Your Pet Life’ initiative, which seeks to raise awareness of the dangers pets face in engaging ways, and combat these risks to keep our companions living longer.
After analysing data on the main risks pets face, TBWA\NZ and Southern Cross identified a road safety issue among the Kiwi animal community - who can be difficult to see, especially at night. To shed light on the matter, the teams came together to launch VIS, a collection of cautious couture for pets that’s high fashion by day, high visibility by night.
To develop the glamorous garments, TBWA\NZ partnered up with international Italian designer Matthew Adams Dolan, known for dressing stars such as Gigi Hadid and Lady Gaga. Drawing from his experience working with the likes of Vogue, Rihanna, and his own dog Maisie, Matthew fused function with fashion, using highly reflective materials to create the eye-catching couture. From puffer jackets and a ‘nightbreaker’ coat to winter woollies and bandana accessories, any pet posing in VIS - The Road Safety Collection will be unmissable.

This professional campaign titled 'Hi-Vis High-Fashion For Safe Pets' was published in New Zealand in April, 2022. It was created for the brand: Southern Cross Pet Insurance, by ad agency: TBWA/New Zealand. This Integrated medium campaign is related to the Fashion and Pets industries and contains 1 media asset. It was submitted almost 2 years ago.


Agency: TBWA/New Zealand
Chief Creative Officer: Shane Bradnick
Creative Directors: Ashley Wilding, Daniel Davidson, Mick Stalker
Chief Executive Officer: Catherine Harris
Group Account Director: Simon Mills
Account Director: Zak Murtagh
Planning Director: Josh Taylor-Dadds
Agency Producer: Jodie Hari
Production Company: Revolver
Art & Directing Collective: The Glue Society
Director: Pete Baker
Executive Producer: Jasmin Hellier
Line Producer: Mark Foster
DOP & Photographer: Derek Henderson
Post Production: The Glue Society Studios
Fashion Designer: Matthew Adams Dolan
Music: Beatworms, Cam Ballantyne
Media Agency: MBM NZ


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