Publicis Groupe‘s Power of One team, Publicis Go, partnered with Lloyds Pet Insurance and cult fashion label Chopova Lowena to launch Overprotective Wear, by putting dogs dressed in extreme outfits on the London Fashion Week runway during Chopova Lowena’s SS27 show.
In an unlikely partnership, the brands joined forces to showcase the importance of keeping pets protected, unveiling a one-off couture collection for dogs that reimagined everyday risks as extreme fashion statements. From parachute inspired looks and anti-theft wear, the tongue-in-cheek collection was created to show what uninsured dogs might have to wear to stay safe.
The creative idea stems from research commissioned by Lloyds, which found that while 92% of pet owners have bought clothing for their dog, only 53% have pet insurance, despite 38% having faced an unexpected vet bill of £500 or more.
Each look was created using real life pet data and designed in close partnership with veterinarians. The message of the collection is clear: while protective outfits make a striking statement, there is a far more practical way to help protect pets and owners from the unexpected – pet insurance.
Ben Mooge, Chief Creative Officer at Publicis Groupe UK, said: “Pet owners worry about their dogs. A lot. So we took that perfectly reasonable instinct and pushed it to a fairly unreasonable conclusion. Airbag puffers. Parachute suits. Anti-theft armour. All designed with Chopova Lowena and modelled by some extremely patient dogs. The moment we had this idea, London Fashion Week felt like the place we had to launch it.”
Sam Taylor, Head of Insurance Marketing, Lloyds Banking Group said: “Our latest data shows just how unexpectedly pets can end up needing veterinary care, and how costly those trips can be. We want petowners to feel confident that, when the unexpected happens, they can focus on getting their pet the care they need rather than worrying about the cost. That’s why we’re excited to bring our ‘Overprotective Wear’ collection to life with Chopova Lowena, using fashion’s biggest moment of the year to shine a light on very real issues for pet owners.”
Emma Chopova and Laura Lowena-Irons, founders of Chopova Lowena, said: “Our dogs are our worlds, so we know just how special pets are and how important it is to keep them safe. We felt passionately about finding a way to bring that feeling to life, letting our imaginations run wild and turning the idea of pet safety into an exciting visual representation. It was a project we feel incredibly excited to be a part of!”
CREDITS
Client — Lloyds
Group Brand Director: Jen McAleer
Customer Director Wealth Brands & Marketing: David James
Head Of Marketing Campaigns And Social Media: Lindsay Montgomery
Senior Marketing Manager: Scott Stevenson
Marketing Manager: Mark Simcox
Marketing Assistant: Shona MacPherson
Advertising Agency — Publicis Go
Chief Creative Officer: Ben Mooge
Executive Creative Director: Joe Corcoran
Senior Copywriter: Tiago Beltrame
Senior Art Director: Nian He
Agency Producer: Joe Tomlinson
Managing Partner: Siva Clement
Business Director: Luke Cambridge
Account Director: Emma Tacon
Business Director PR: Camilla Ives
Senior Account Director PR: Georgia Carroll
Account Manager PR: Jean Carvalhosa
Senior Account Executive PR: Iman Naini
Chief Strategy Officer: Katie Hibbard
Strategy Director: Hattie Thompson
Chopova Lowena
Founder: Emma Chopova, Laura Lowena-Irons
Communications Manager: Imogen Dunning
Brand Manager: Sophie Rix
Stylist: Victoria Pietrasik
Production
Photographer: Karl Hugill
Post-Production: One White Chair
DOP: James Cox
Lighting Technician: Louie Mire
Editi: James Worsley
Music: Da House / Wonder Bettin
