AUNZ Work Of The Week: Lyka and 72andSunny

I’m not quite sure I can describe the feeling of seeing a campaign titled ‘Poo Glorious Poo’ land in your inbox. I was certainly intrigued.

In a category full of emotional storytelling, slow-motion shots of pets giddily running to their owners, and sincere voiceovers about love and companionship, a dog poo-inspired musical (or ‘poo-sical’) set to the tune of ‘Food Glorious Food’ from ‘Oliver!’ certainly stands out.

The film from 72andSunny Sydney -- the first work as part of a project-based partnership -- uses all the joy and colour of a Broadway production to rejoice in really great dog poo.

The spot commits to the bit: there’s music and composition by Elliot Wheeler (‘Elvis’, ‘Strictly Ballroom’), choreography by Josh Cesan, and direction from Joel Kefali via Good Oil.

As Lyka CMO, Cam Luby, told LBB, “The clearest and most honest day-to-day signal of a dog's health is their poo. Every dog parent knows it.”

Equal parts absurd, catchy, and deeply relatable for anyone who has ever walked a dog, the campaign understands that audiences respond to brands that entertain them -- even if the subject matter stinks.