‘Never Average’ was Tails.com's first-ever brand platform and campaign. To bring the vision to life, we went on an 11-month development journey to help the business through its proposition, segmentation, brand strategy & platform. The result was a thorough and complex brand platform that looks to pay back to the business in the long term. ‘Never Average’ was designed to work not just in the brand’s communications, but also across the whole business. A brand film and OOH campaign brought to life a joyful, surreal world celebrating uniqueness in dogs that seemingly look alike. Because as much as we believe no dog is average, we believe the advertising they star in shouldn’t be average either.
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