BONKERS
Bonkers is a pet treat brand sold at Target and Walmart with a personality as wild as the pets who love it. This campaign captured that energy through a bold, humor-forward concept that embraced pet chaos as the ultimate brand truth.
BONKERS
BRAND CAMPAIGN
CREATIVE DEVELOPMENT
PRE-PRODUCTION
LIVE ACTION PRODUCTION
POST-PRODUCTION
SOCIAL CAMPAIGN
PROJECT MANAGEMENT
Is your cat darting across the room in a flash? Is your dog violently spinning in circles? Has the pet you optimistically named Zen suddenly and irretrievably gone feral? It may be the Bonkers Effect—an affliction of zoomies brought on by environmental exposure to Bonkers treats. When Rhodes Pet Science popped into This January’s inbox looking to scoop a heap of interest on one of its signature brands, we helped them lean into the chaotic good. No humans were harmed in the making of this campaign.
THE BONKERS EFFECT
THE SPOTSOur vignettes captured the most relatable sentiment among dog and cat owners: "please stop."
SOCIAL SERIES
We brought the campaign to TikTok with an unhinged content series about the grisly aftermath of the Bonkers Effect.
THE RESULTSThe TV spots exceeded expectations, performing strongly in user testing and resonating with audiences right away. On social, the series picked up organic momentum quickly, generating over 4 million views.
PROJECT TEAM 🤝
CLIENT
Client: BONKERS
AGENCY
Agency: This January
CREW
Director: Nathan Colby
Producer: Frederick Balian
1st AD: Aspen Miller
2nd AD: Aya Mheidly
CAMERA
Director of Photography: Jiwon Baeq
1st AC: Noah Deats
2nd AC: Gavin Grossi
GRIP & ELECTRIC
Gaffer: Christian Armada
Key Grip: Nathone Giordano
Best Boy Grip: Mathew Seest
ART DEPT
Art Director: Britt Keller
Production Designer: Eve Axness
Sec Decor: Janelle Alexander Smith
Wardrobe: Valerie Truong
VANITIES
Hair/Makeup: Emily Mefford
SOUND
Sound Mixer: Ethan Lee
Sound Design: Brian Crimmins
PRODUCTION
Production Assistant: Kris Wade
Production Assistant: Zane Barrett
POST PRODUCTION
Senior Editor: Jiwon Baeq
Color: Electric Theatre Company
TALENT
Lead: Juliette Cecile
Lead: Aaron Oberst