New York, NY (May 6, 2013) – It’s not often a specialty pet food company can brag about sponsoring – and premiering at – an international film festival. But that’s exactly what Petcurean Pet Nutrition did last week at the Tribeca Film Festival in Tribeca, New York.


Subplot Design Inc. was at the premiere in New York and helped launch the film and campaign through key online, offline and live event elements.


Savour Every Moment is the latest film from Keith Hopkin, the director behind the YouTube sensation, Dogs in Cars.



Created with the help of an artistic grant from Petcurean, Savour Every Moment celebrates every moment we spend with our pets, and was an instant hit with pet lovers and pets alike at screenings during the world-famous Tribeca Family Festival on the streets of Tribeca on April 27th.


With over 600,000 views in the first week, the film is already exceeding expections.



“Dogs and cats seem to possess some inner secret to enjoying life,” says Jessica Holtz, Petcurean Marketing Manager. “The film celebrates how they are able to savour every moment, every day — the fun, the loving, the silly and the playful.”


Thousands of people, along with countless pets, viewed the film for free and had their photos taken with the pet stars of the film, who were unfazed by the attention that came with their newfound celebrity.

Subplot worked in partnership with Petcurean and Toronto agency, Harbinger to bring the film and promotional campaign to life through brand direction, event materials and ongoing promotional support.


Subplot also created the Facebook Campaign Portal at:


Pet lovers can not only view and share the film, but can also upload their best, silliest, or sweetest photos of their pets along with stories, poems or other words that express how they savour every moment with their pets.


Add to that an online contest where the entries with the most votes can win a GoPro Camera, a year’s supply of Petcurean food, or even be chosen to be part of Petcurean’s ongoing ad campaign, and Savour Every Moment will continue to engage consumers in the Petcurean story and brand.



Director: Keith Hopkin, New York

Promotional Concept, PR: Harbinger, Toronto

Brand Direction, All Design & Creative: Subplot Design Inc., Vancouver

Creative & Copywriting: Pete Pallett