Ultima and VMLY&R Spain Showcase the Transformative Power of Animals in New Campaign ‘Be More Humans'

In an increasingly dehumanised society, dogs and cats are capable of awakening our most sociable, generous and empathetic side. In short, animals have the power to make us more human, transforming our lives and bringing out the best version of us. Based on this insight, Ultima presents ‘Be More Humans’, the campaign that kicks off the brand's new communication approach, developed by the agency VMLY&R Spain. 

The campaign is the presentation letter of the new brand strategy that sees the light of day through an emotional story of the relationship between a father and his daughter in which the main protagonists are animals and the power they have to awaken our best version.

"With #MásHumanos we want to continue to reinforce our leadership in the markets we compete in. It is a campaign that allows us to take another step forward in building the Ultima brand, evolving its communication platform, making it more emotional and occupying a positioning space that no other brand had dared to occupy before" said Arnau Clofent, CMO at Affinity Petcare. 

VMLY&R Spain has been the agency in charge of the creative development of this campaign for Affinity's Ultima, a brand for which they have been working for more than a year for the brand's three key markets: Spain, France and Italy. As Manu Diez, executive creative director of VMLY&R Spain, explained, "Together with the Ultima team, we wanted to take a step beyond the classic communication codes for dog and cat food. This campaign marks the starting point to move from being a Pet Food brand to a Pet Parenting brand that conveys the emotional value of dogs and cats in our increasingly less human lives, and encourages adoption”.

‘Be More Humans’ is presented with an audiovisual piece of almost four minutes, which will be accompanied by 90", 60" and shorter versions, which will be broadcast both on television, as well as a large deployment in social media and digital in the three key markets for the brand: Spain, France and Italy.