Speaking to modern pet parents
ManyPets Pet Insurance
Pet insurance is a category built on fear and sold through a dominant narrative that something will go wrong. The default is to use anxiety to push people into fast, emotional decisions, but modern pet owners don’t relate to their animals through worst-case scenarios.
ManyPets set out to disrupt that model by speaking to a very specific audience: pet parents; those people who relate to their animals through love, routine and all out devotion. Over the past decade, the relationship between people and their pets has fundamentally changed and pets are no longer companions on the sidelines of life. Not only do they shape daily routines, decisions and identity, but three in four pet owners say they actually feel closer to their pet than their partner.
We saw an opportunity to build a platform that didn’t shy away from that reality, but embraced it, led by the idea of Pets Over People. At its core, this proposition reframes pet insurance around understanding rather than anxiety. Instead of asking people to insure their pets because something bad might happen, ManyPets positions itself as the brand that genuinely gets this kind of love and has built a service to support it.
Creatively, the challenge was to express that bond instantly, without explanation or sentimentality. The solution was Tailmates: a distinctive visual device where pet parents and their pets share the same tail. It’s a simple, surreal idea that communicates devotion at a glance, with each shared tail acting as a symbol of togetherness.
The execution leans into humour and self-awareness rather than cuteness. Characters are cast to feel individual and real, their personalities coming through in small, recognisable moments of everyday life. While the tails themselves are unexpected, the environments remain grounded in reality, allowing pet parents to see themselves in the work.
A punchy soundtrack gives rhythm and attitude to the film, with the tails moving in sync to the music. Production blends practical effects with subtle VFX to give the tails a natural, expressive movement that feels playful without tipping into fantasy. The platform is instantly ownable, flexible across formats and built to scale.
By ditching category tropes and overly functional messaging, Tailmates reframes pet insurance around trust, companionship and everyday life. It’s a distinctive expression of the simple idea that, if you truly understand pet parents, you put pets first.
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