Title: Bad Idea
Client: Pumpkin Pet Insurance
Agency / Production: Media One
Role: Concept Development · Scriptwriting

Problem

Pumpkin Pet Insurance needed to launch its first television advertising while educating a broad audience on why pet insurance matters — and why securing it early is essential. The challenge was avoiding fear-based messaging or generic category explanations while still making the value clear and memorable.

Solution

We approached the story from the pet’s perspective, using humour and relatability to reframe 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, making the category approachable while reinforcing the idea of planning ahead.

Results

• Strong approval from both client and audience following launch

• Generated positive online discussion and engagement

• Led to the client re-engaging the same creative team for the subsequent campaign

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