Feed Different

Tails.com is a technology company creating tailor-made dog food for every individual dog’s nutritional needs. Based on the idea that every dog is different, and its food should be too, we created Feed Different, an affectionate pastiche of a certain technology company’s iconic Think Different advert – but ours celebrated the ‘crazy’ dogs, not humans, who dare to be different. Narrated by Sir Michael Gambon, the film generated hundreds of pieces of earned media coverage putting Tails.com on the radar of dog owners and dog-friendly investors, with Nestlé Purina acquiring a majority stake in the company shortly after.