Muma and Le Gourmet serves up only the best for clients

Just as premium dog food brand Le Gourmet promises to give only the best for man’s best friend, creative agency promises to their best to clients. Following the award-winning ProDiet “Raja Kucing” animated film at the Kancils 2023, Muma has produced a second heart-warming video for Pet World Nutritions which aired earlier this month for dog lovers.

In conjunction with the launch of Le Gourmet Savoury Stew range of tasty meatball meals, the agency produced a commercial which featured a lifelong relationship of a child and her dog as they experienced thick and thin together, including finding love.

The story reflects the pet loving company’s commitment to provide uncompromising nutrition to pets to optimise their health, thus enabling owners and their pets to have many meaningful years creating wonderful memories. Offering real chicken and even Australian lamb, the range is made from real meat and fortified with key nutrition and promises to tantilize tastebuds and keep dogs happy and healthy.

Choy Peng Yew, Chief Executive Officer of Pet World Nutritions said, “Pets bring much positivity into our lives – they brighten our day with their antics, steal our hearts with shows of affection and make great companions regardless of whether you are a loner or a family.

As their humans we are responsible for them, offering the best nutrition and our love in return. The Le Gourmet commercial captures this Beyond Love relationship perfectly and we hope it will strike a chord with dog lovers out there.”

“We look forward to exploring more creative ideas with Muma – the team truly understands and delivers work that embodies the values of Pet World and its brands. Driven by passion and commitment to deliver their best, they are uncompromising with the quality of their work, and this is a trait that we appreciate in our partners,” added Choy.

Muma’s first project with the pet nutrition company was a CSR initiative for cat food brand ProDiet. Entitled “Raja Kucing”, the original animated short film gave voice to the voiceless – the stray and neglected animals – to ensure they are not forgotten over the fasting month.

Based on the insight that many strays unwittingly end up hungry during this period as many restaurants are closed during the day, the short film is a reminder for Malaysians to think of the welfare of these furry felines.

The film was tied to a charity food drive for animal shelter PAWS, where donations by the public would be matched by ProDiet. With the welfare of neglected and abandoned animals being the company’s top priority, they have to date sponsored over 2 million nutritious and delicious meals of pet food to rescued animals under its Foundation’s Food Bank programme.

ProDiet’s “Raja Kucing” film was awarded 3 Silver (Motion Design, Kancil For Good: Design, Illustration: Single); 1 Bronze (Kancil For Good: Brand Experience & Activation) and a Merit for Best Low Budget Film category.

Led by creative partner, Choo Chee Wee, and creative director, Kevin Teh, and driven by the agency’s design team, ”Raja Kucing” is a showcase of Muma’s creative capability in story-telling and is its first in-house production for a client, from ideation to illustration and motion graphic.

Credit goes to like-minded industry partners Pitch Audio+Magic for music composition and sound design and Tank3 Asia and Directors Think Tank for post-production support for the film’s finishing touches.

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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


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