ilume
About ilume
The work made for ilume runs to 3 verified projects since 2021 — mostly UI, Development and Campaign.
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Avenue C
For decades, dogs have been fed unsuitable food, leading to nearly 50% of Australian dogs being overweight or obese. ilume, a dog food and tech startup based in Melbourne, offers a solution with its health-focused, hand-made meals and activity tracking technology, ensuring dogs get the right balance of proteins and vegetables. Luke Martin, ECD of 72andSunny Sydney, praised the collaboration, noting their reimagined dog command “stay” as “stay longer” and the use of Tobias Fouracre, an Oscar-nominated animation supervisor, to direct the campaign. ilume's CEO, Craig Silbery, emphasized the campaign's heartfelt mission and partnership with 72andSunny, which includes stop-motion animation, a million-dollar research fund, and a multi-faceted marketing strategy involving PR, digital, and social media. The campaign, which also features a full-page open letter announcing the research fund, launched in Australia with plans for expansion into new markets.