Pure Animal Wellbeing launches new ‘Best Life Ever’ campaign via Princess – Campaign Brief

Independent creative company Princess has launched Best Life Ever, a new long-term brand platform for pet healthcare brand Pure Animal Wellbeing (PAW), reframing preventative pet care around living life to the fullest rather than treating problems as they arise.

Built on PAW’s purpose to liberate the best of pets’ health through nature and science, the platform marks a significant strategic shift for the Australian pet health brand. In a category dominated by symptoms, ailments and fixes, Best Life Ever reframes preventative healthcare around something far more optimistic: helping pets stay healthy so they can keep doing the things they love.

The platform is inspired by a simple insight: pets don’t experience life the way we do. They live shorter, faster lives, making every walk, swim, zoomie and muddy adventure matter that little bit more. PAW exists to help pets stay healthy so they can make the most of every moment.

The platform will launch across social and digital, with story arcs created specifically to be “snackable” in nature. The first campaign introduces three lovable troublemakers — Benji, Lola and Ruby — each enjoying what can only be described as the best day of their life.

A Cavoodle tears through flower beds, goes for a dip and rolls in something suspicious. A Labrador swims, chases, zooms and still has energy for a night walk. A mischievous Border Collie steals food, chews a houseplant and lands on the couch clutching Dad’s underwear.

Every story ends the same way: today was the best day of their life. And PAW products are there to help make tomorrow just as good.

The campaign marks a broader evolution for PAW as it reconnects with a new generation of pet parents seeking preventative, natural healthcare. As more Australians treat their pets like family, PAW is reinforcing its role as the expert in proactive wellbeing, combining veterinary expertise with natural ingredients.

Says Cara Davern, Country Manager at PAW: “Pets bring incredible joy to our lives, even when they’re creating absolute chaos. Best Life Ever celebrates those everyday moments while reminding pet parents that supporting their health means giving them the freedom to keep doing what they love.”

Says Cece Chieng, Client Lead at Princess: “Launching an enduring brand platform within a social and digital first environment meant we needed to work harder to stop the thumb, and act a differently to most pet healthcare advertising. Instead of starting with a problem, we wanted to start with a smile. Every pet owner has lived these moments. The muddy paws, the destroyed garden and the chewed-up underwear aren’t just signs of mischief. They’re signs of a pet that’s healthy, happy and making the most of every day.”

Spanning skin health, joint care and digestive health, Best Life Ever connects PAW’s Veterinarian developed products with the everyday moments pets love most, reinforcing the brand’s role in helping them live life to the fullest.

The campaign launches nationally across paid social, digital video and retail touchpoints.

Client: Pure Animal Wellbeing (PAW)
Country Manager: Cara Davern
Marketing Manager: Nicole Zahran
Digital & Content Manager: Stephen Baylis
Marketing & Admin Coordinator: Tara Kossowski

Agency: Princess A Creative Company
Founders: Beth O’Brien, Cameron Bell, Sam Dickson, Jonny Berger
Chief Strategy Officer: Lilian Sor
Executive Producer: Renata Barbosa
Snr Producer: Christina Wilmot
Client Lead: Cece Chieng
Design Director: Josh Hart
Head of Studio: Grant Graham
Media: The Speed Agency

Prod Company:  Collider
EP: Rachael Ford-Davies
EP: Tom Slater
Director: Raghav Rampal
Producer:   Maddison Costello
DOP: Elijah Flores

Sound: Sonar Music
Sound Engineer:  Timothy Bridge
Sound Producer: Hayley Poppy

Stills Photographer:  Michael Malherbe

Offline edit:  Arc
Editor:  Geri Docherty
Colourist: Matt Fizz
Online: Brad Smith

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