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Petcurean breaks new campaign

Vancouver-based pet food company Petcurean has begun a new advertising campaign called "Savour Every Moment." The campaign, which is running in Canada and the United States, began on April 27 with the release of a short film at the Tribeca Film Festival in New York. The film, created by Keith Hopkin, depicts the world from the point of view of pets. The campaign now also includes a contest component during which consumers are being invited to submit photographs and stories of the moments they share with their pets. The contest is being conducted online at <>. The winner of the contest, to be determined by online voting, will appear in an upcoming ad campaign for Petcurean. Prizes also include a GoPro video camera kit and one year's worth of dog or cat food. The campaign will also include online advertising, postcards, public relations and consumer events. The campaign concept and film launch were handled by Harbinger of Toronto, while the creative was developed by Vancouver-based Subplot Design. "The campaign and film were inspired by all the fun, silly, playful and loving moments in which our pets teach us to embrace life," said Jessica Holtz, marketing manager at Petcurean.

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