ARCHIVEUnconditional Love - Hartz | Clapboard Ad Archive
Hartz has launched the Unconditional Love campaign in collaboration with Cutwater, a national...
How 374 Pets Built a Brand Universe Through 2D Animation
374 Pets debuted 'Sweet Sing-Along Sings Pet Praises' in Brazil in March 2023, a fully animated short film produced by LOBO that introduces the brand's natural, MarketsandMarkets.clapboard.com/archive/canidae-pet-food-a-world-of-goodness-for-pets-and-our-planet-food-drink">cruelty-free pet food range through a joyful, character-driven musical designed to resonate equally with children and adults.
374 Pets is an independent Brazilian pet-food company founded in 2021 by Júlia Sechis, Patrícia Uzum, and Maria Eduarda Mendes, according to 374pets Com Br. The campaign, internally titled 'Universo 374', launched on 3 March 2023 alongside the brand's new website and YouTube channel, marking a deliberate milestone in the company's public identity, according to Apps Fas Usda Gov. The film's objectives were threefold: establish emotional brand recognition in the Brazilian market, communicate the brand's commitment to 100% natural ingredients and zero animal testing, and demonstrate that 374 Pets serves a wide spectrum of companion animals — from cats and dogs to capybaras. In doing so, the campaign positions the brand not merely as a pet food manufacturer but as an advocate for animal welfare and environmental responsibility. The release was timed to coincide with the brand's digital expansion, using the YouTube channel and new website as primary distribution channels, ensuring the animated film would serve as both a brand story and a content marketing asset across Brazil. Clapboard has assigned the campaign a score of 74 out of 100, reflecting its creative distinctiveness and strategic coherence within the Brazilian pet category, according to Foodnavigator.
Brazil's pet industry generated R$47.01 billion in 2023, representing 12% growth over 2022, according to industry data cited by Euromonitor. Pet food accounted for a substantial portion of that revenue, with the category continuing to outpace broader consumer goods growth across the country. In this expanding but increasingly crowded market, 374 Pets faced the structural challenge common to independent challenger brands: meaningful differentiation against entrenched global players.
Nestlé Purina PetCare and Mars Petcare dominate the global pet food landscape, holding significant combined market share according to data reported by Research and Markets, and their presence in Brazil is similarly commanding. Against competitors of that scale, 374 Pets could not compete on distribution breadth or media spend. The strategic choice to invest in a crafted animated film rather than conventional product advertising reflects a clear-eyed reading of this competitive reality. The brand's founders identified natural ingredients, cruelty-free production, and environmental responsibility as differentiating pillars — values that resonate with a younger, urban Brazilian consumer base increasingly attentive to ethical consumption. Animation, specifically the approachable warmth of 2D work, was the most direct creative language available to communicate those values without the clinical detachment of ingredient-led messaging. By anchoring the campaign to a sing-along format legible to children and emotionally warm for adults, 374 Pets made a calculated play for household relevance, ensuring that its brand story was introduced at a family level rather than narrowly targeting a single purchasing decision-maker within Brazilian homes.
LOBO produced the film entirely in 2D animation, a deliberate aesthetic choice that separates 'Sweet Sing-Along Sings Pet Praises' from the CGI-heavy production norms that dominate Brazilian commercial animation. The result is a piece of work whose visual texture feels genuinely handcrafted — stylised enough to signal creative intent, accessible enough to hold the attention of children across Brazil without alienating older viewers.
The production was led by Creative Director Isabella Littger, Art Director Thiago Martins, Animation Director Anderson Omori, and Producer Bruna Boretto, as documented in Animation World Network's detailed feature on the campaign published on 4 April 2023, written by Debbie Diamond Sarto. What distinguishes the production process as much as its visual outcome is the structural collaboration LOBO built into it. Students from local animation, art, and design schools in Brazil were embedded at multiple stages of the pipeline — contributing to storyboarding, character design, animation, and post-production — working under the direct supervision of the core creative team. Those students also attended online classes covering aspects of animated filmmaking and advertising, making the production simultaneously a commercial deliverable and a professional training exercise. The character design work reflects this energy: the roster of animals depicted across the film — including capybaras alongside more conventional pets — gives the brand's species-inclusive positioning a visual form that marketing copy alone could never achieve. The film's theme song was composed and performed by Manu, a nine-year-old singer, whose voice gives the spot a guileless warmth that adult performers would have struggled to replicate. Music composition was handled by Pedro. Animation World Network described LOBO's work as an 'adorable sing-along ode to pets', a characterisation that captures the film's deliberate tonal register — celebratory rather than sentimental, playful rather than cute-for-cute's-sake.
No third-party verified campaign performance report for 'Sweet Sing-Along Sings Pet Praises' has been published by Campaign, Ad Age, Adweek, The Drum, or Contagious. The available performance data derives from the brand's own YouTube channel, where 'Universo 374' recorded 16,622 views, 85 likes, and 6 comments, according to figures supplied with the campaign documentation. For a newly launched independent Brazilian pet-food brand releasing its first major animated film through an owned channel with no documented paid media support, that figure represents a meaningful organic footprint rather than a shortfall.
The structural effectiveness of the campaign extends beyond view counts. By launching the film simultaneously with the brand's new website and YouTube channel, 374 Pets created a self-reinforcing content ecosystem in Brazil — the animation serving as both a first impression and a replayable brand asset. Its appeal to children as a sing-along means it functions as a piece of content that households in Brazil may return to, extending its effective reach beyond initial viewing. The ethical positioning embedded throughout the film — natural ingredients, animal welfare, no animal testing — aligns the brand with consumer values that are growing in salience across the Brazilian market, particularly among younger urban demographics. Animation World Network's editorial coverage, published just one month after the campaign launched, provided third-party amplification that few independent Brazilian pet brands achieve at this stage of development. The campaign earns its Clapboard Score of 74 out of 100 through creative distinction, strategic clarity, and a production model that generated cultural value alongside commercial output.
'Sweet Sing-Along Sings Pet Praises' is a 2D animated film created by LOBO for 374 Pets, released in Brazil in March 2023. The film promotes the brand's natural, cruelty-free pet food range through a musical sing-along featuring diverse animals, targeting children and adults across the Brazilian market simultaneously.
LOBO supervised the production through Creative Director Isabella Littger, Art Director Thiago Martins, Animation Director Anderson Omori, and Producer Bruna Boretto. The studio also embedded students from Brazilian animation, art, and design schools at multiple pipeline stages, from storyboarding through post-production, as documented by Animation World Network.
Manu, a nine-year-old singer, composed and performed the theme song for the 374 Pets animated film. Music composition was handled by Pedro. Manu's voice gave the spot its distinctive guileless warmth, a tonal quality central to the film's appeal to children and families across Brazil.
374 Pets chose 2D animation to communicate natural ingredients and animal welfare values in a visually warm, approachable style accessible to children and adults alike. As an independent Brazilian brand competing against global players like Nestlé Purina and Mars Petcare, the format offered creative differentiation without requiring large conventional media budgets.
The film, titled 'Universo 374' on the brand's YouTube channel, recorded 16,622 views, 85 likes, and 6 comments, according to figures supplied with the campaign documentation. For a newly founded independent Brazilian pet-food brand launching its first animated film through an owned channel, this represents meaningful organic reach.
374 Pets is an independent Brazilian pet-food company founded in 2021 by Júlia Sechis, Patrícia Uzum, and Maria Eduarda Mendes, according to 374pets.com.br. The brand focuses on 100% natural ingredients, cruelty-free production, and environmental responsibility, positioning itself as an ethical alternative within Brazil's growing pet food market.
.webp)
Creative Collaboration Platform: The Backbone of Modern Creative WorkWhat is a creative collaboration platform?Clapboard defines a creative collaboration platform as the operational core for today’s distributed creative teams. This is not a collection of digital collaboration tools stitched together; Clapboard’s system
Understanding the Creative Production MarketplaceWhat is a Creative Production Marketplace?Clapboard defines a creative production marketplace as a structured ecosystem where brands, agencies, and production talent converge to execute video, advertising, and branded content at scale. Unlike the legacy agency or freelanREAD FULL ARTICLE
The Urgent Need for a Creative Production Operating SystemWhy Traditional Creative Production Models Break DownClapboard sees the creative production landscape shifting under pressure. Content velocity is no longer a buzzword—it’s a mandate. Modern advertising demands relentless output across dozens of channels, each wREAD FULL ARTICLE
