Excellent!

The Optimeal Holistic brand team created the 30-second video in collaboration with Ukrainian creative agency Banda. The minimalist video combines slow-motion footage of an Afghan hound with an emotional voice-over. The commercial focuses on the role animals play in people’s lives and emphasises the brand’s slogan.

‘Most commercials for pet food are based on an imaginary animal perspective, as if they were the ones making the decisions and humans were just supporting characters,’ says Artem Karelin, creative director at Banda. ‘We took a different approach for Optimeal. Because the truth is, animals don’t care about longevity. It’s important to us. We don’t want to lose our pets too soon. We’re willing to do anything to keep them with us longer.‘

The commercial, which was first shown at the European pet trade show Zoomark International 2025, is part of the presentation of the updated Optimeal Holistic concept. The new products are designed to support the long-term health of animals and are tailored to the nutritional needs of pets of different ages, sizes and physiological characteristics. They contain live probiotics, antioxidants, vitamins, minerals, ingredients for healthy joints and cognitive support. The brand was launched in 2013 by the Kormotech Group of Companies and is now available in more than 30 countries worldwide.

‘We developed the new Optimeal Holistic concept with responsible pet owners in mind, who know how important a balanced diet is for the longevity of animals,’ says Brand Manager Roman Shpak. ‘We are delighted that this idea has found a strong visual expression and has been well received worldwide.’

The Optimeal Holistic advertisement was presented in the ‘Film & Animation’ category of the Red Dot Award, which covers all formats of video and animation projects. It was evaluated by a jury of 30 international experts based on three criteria: originality of idea, design quality and impact on the audience.