Nature's Variety Instinct - Long Live Pets

A social film about second chances.

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Long Live Pets is an awareness campaign led by Instinct Pet Food to further the no-kill movement through the help of thousands of rescue owners. As creative partner, B-Reel helped to develop the concept, provided social strategy, shot and produced film for broadcast, created print collateral for in-store, in addition to developing a fully responsive digital platform.

We set out to create a social film telling the story of a rescue dog's new life through user submitted content. To set up the first phase of the campaign we traveled to the Best Friends Animal Society in Mission Hills, CA where we filmed several real adoptions and photographed rescues. We sketched out a loose narrative defining 10 scenes in the film to tell the story of the first day of a rescue's new life. 

A fully responsive site featured an intro trailer to the film and then encouraged rescue owners to help complete the story by submitting their photos to the 10 different scene buckets.

We received over 25,000 submissions in just 3 weeks. An overwhelming response with nearly 1 in 6 visitors to the site submitting content. 

After the submission phase was complete, we sifted through thousands of photos and stitched together a 2 minute final film, which aired on Cesar Milan's 'Cesar 911' on NatGeo Wild.

The second phase of the site features an added interactive element. On pause, the film breaks out the cast into an exploded gallery state featuring each rescue pup. 

We also delivered two Broadcast spots as well as in-store print creative to promote the campaign. To date the final film has received over 1.2 million views on Nature's Variety social channels. 

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