GOOD by TOM&CO’s new jingle gives animals a voice
What if the best way to talk to pet families was to start by listening to the animals that inspire them every day?
One dog barks, another reacts to a noise, a third speaks up in its own way… To create the new sonic signature for its own brand, GOOD, Tom&Co brought in the ones at the heart of its everyday life: the animals.
Together with the agency air and sound studio Raygun, Tom&Co came up with a jingle built entirely from dog vocals. Several dogs took part in a casting organised especially for the occasion. Their barks and voices were then recorded, selected and reworked in the studio to compose GOOD’s new sonic signature.
The result is a jingle that is instantly recognisable, playful and fully in the spirit of the campaign: GOOD.
When the dogs hit the studio
Creating this new sonic identity wasn’t about finding a voice. It was about finding the right voices.
So air and Raygun set up an unusual casting. Several dogs, each with its own personality and, above all, its own vocal range, came into the studio to help create the jingle.
The sound team then shaped this raw material into a real musical signature. Composition, sound design and mixing gave the dogs’ vocals a new dimension while keeping GOOD’s light, cheerful spirit.
And since the campaign couldn’t just let us hear the animals, they went in front of the camera too. The dogs in the campaign content are real animals, photographed and filmed during the production.
GOOD, because nothing is too GOOD for the family
With GOOD, Tom&Co celebrates the small and big moments that make life with our pets better: the games, the cuddles, the discoveries, the sometimes surprising habits… and everything that makes them part of the family’s story.
The jingle carries this new brand territory into sound. It is designed to run across the campaign’s content and gradually make GOOD part of Tom&Co’s everyday world.
It’s the brand’s way of reminding us, with a good dose of humour, that when it comes to doing right by our pets, nothing is too GOOD for the family.
Crédits
Client : Tom&Co - Dorien Christiaens, Lorraine Swaelens, Géraldine de Terwangne
Agency : air
Creative Direction : air creative council
Creatives : Arnaud Bailly, Edouard Coune, Marie Paris, Anouk Lemm
Strategic Director : Michelle Defooz
Client Manager : Juliette Defoux
Production : Boris Delire, Sasha Ferri
Sound Studio : Raygun - Shi Qi Ji, Toon Jansegers, Louise Steelandt
Sound Engineers : Raygun - Lars Overstijns, Jeremy Vettorel