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From left: Michael Mann, Tom Sugg, Joe Byrne

Brand Culture wins Partnership Of The Year at Screen Awards 2016

We attended this year’s Screen International’s Screen Awards 2016 on Thursday and are delighted to have brought home the Brand Partnership Of The Year Award for the second year running!

The awards recognise excellence in UK film marketing, distribution and exhibition and Brand Culture’s partnership between our client Universal Pictures’s The Secret Life Of Pets and Petplan Insurance was described by judges as a “win-win” for both parties as well as being the “the most creative, captivating and effective”, particularly in the context of the tricky sell of insurance.

Inspired by Petplan’s 2015 campaign ‘My Job/Your Job’, the partnership reworked the concept of humanising pet behaviour, giving animals job titles. As well as incorporating film content into the TV advertisement, additional support included Petplan’s website, a digital and outdoor campaign and activations through vetenary surgeries throughout the UK.

Commenting on the award, Michael Mann, Brand Culture’s Creative & Content Director, said:

“Brand Culture are thrilled to receive the brand partnership of the year award for the second year running. It’s testament to the team’s hard work and passion and I’m really proud of what they’ve achieved. Brand partnerships are such an integral part of many films’ launch strategy but it’s an increasingly competitive, challenging market out there with so many options open to brands. Our Petplan/The Secret Life Of Pets campaign seemed a match made in heaven but it took a lot of work from all involved – including our client Universal Pictures and Petplan – to embrace its full potential.”

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