'Tailmates' campaign
Tailmates, a fresh campaign platform that repositions pet insurance around the reality of modern pet-parenting – where pets don’t just live with us; they live like us. While competitors lean on anxiety to push people toward a decision, Tailmates celebrates the love, routine and companionship that defines today’s pet–parent relationships.
MANIFESTO
Some say pets fit around our lives.
 We say our lives bend around theirs.
 We don’t just walk them – we walk with them.
 We don’t just feed them – we eat with them.
 We don’t just care for them – we become them.
 If loving your pet means choosing them over people,
 then we’re guilty as charged.
 Because when you’re a pet parent,
 you don’t just share a home.
 You share a life.
 A bond so strong, it shows.
 Tail and all…
The tailmates TV advert tested exceptionally well with our custom audience (through System1) - achieving the highest star rating possible and great scores for spike rating and emotional intensity - all way above the category average for insurance.
Photography
The shared tail became the campaign’s signature asset: a playful, surreal symbol that instantly communicates the depth of each human–pet relationship. The environments remain grounded in real pet-parent life, with characters cast for individuality and authenticity so each pair feels instantly believable.
Beyond TV...
On social we took you behind the scenes of the advert, making stars out of the pets involved
We worked with influencers who spread the word 'tailmates' far and wide, showing the unique bond they share.
RADIO
The tail was such a unique visual motif, yet the campaign still held it's own in audio... helped by that fabulous track...
The tails became a playful element throughout the campaign, helping screen transitions and adding lively movement to our animated adverts - they even became our Zoom backgrounds - ManyPets staff sit there with their tails happily wagging behind them...
Credits
Creative and Art Direction: 20(something) and ManyPets
ManyPets Creative: Marc Connell, Alex Doe and Jag Takhar
Production: Eyeline Pictures
Director: Peter Lee Scott