Bad Idea

Agency / Production: Media One

Context

Pumpkin Pet Insurance was launching its first television campaign while introducing many viewers to the concept of pet insurance. The challenge was explaining why it matters — and why securing it early is important — without relying on fear-based messaging or generic category explanations.

Approach

The story was told from the dog’s perspective, using humour and relatability to reframe the risk. In Bad Idea, a young dog eagerly prepares to raid the garbage for leftovers, only to be cautioned that some mistakes should come after getting pet insurance. By letting dogs behave like dogs — curious, impulsive, and endearing — the spot delivered a clear message through a fresh point of view.

Outcome

The campaign received strong approval from both the client and audiences following launch, generated positive online discussion and engagement, and led the client to re-engage the same creative team for the subsequent campaign.

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