PRN: CESAR® and MOFILM Crowdsource for Creative Content

CESAR® and their creative agency BBDO, briefed creative crowdsourcing company MOFILM to offer a challenge to young filmmakers and creatives from all over the globe, to create a film that showcased the brand's values.

Persone Pedro Paiva Dog, Jimmy Agnello Sound Design, Natalia Ball, Pedro Abreu Script Writing, Pedro Abreu Production, Pedro Abreu Music Score, Pedro Abreu Editing, Pedro Abreu Direction, Pedro Abreu Cinematography, Pedro Abreu Acting, Leonardo da Vinci, Massimo, Cesar
Luoghi Giappone, Portogallo, Finlandia, Santa Barbara, California, Texas, Bruxelles, Austin, Tokyo-to, Wé
Organizzazioni Creative
Argomenti cinema, spettacolo

02/mar/2016 10:01:05 PR Newswire Turismo Contatta l'autore

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CESAR® and MOFILM Crowdsource for Creative Content


BRUSSELS, March 2, 2016 /PRNewswire/ --

Winners announced of global competition to bring CESAR® True Friendship campaign to life  

CESAR®, the premium dog food brand, has announced the winners of its global competition to find new creative talent and content. CESAR® and their creative agency BBDO, briefed creative crowdsourcing company MOFILM to offer a challenge to young filmmakers and creatives from all over the globe, to create a film that showcased the brand's values.

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The winners of the CESAR®: MOFILM Texas 2016 Video Contest - Ze Pedro Abreu from Portugal and Yuichiro Nakano from Japan - created moving short films, which demonstrate the power of true friendship between owners and their dogs, brought to life by sharing a meal on a special occasion. They were chosen from the entries submitted through the MOFILM crowdsourcing platform in January 2016.

Natalia Ball, Global Brand Director for CESAR®, explained the concept: "We challenged young filmmakers to create content that brings to life the value at the heart of our brand - that of friendship. We want to show that when you love someone like a true friend you want to share everything with them, especially a meal. These films were chosen because they truly encapsulate everything that the CESAR® brand represents. The competition was a completely new way of finding both talent and creative content for our brand - allowing filmmakers to have full creative control over the development and execution of their ideas. Our aim is to continue to find new ways of working that allow true creativity and innovation to bring our brand to life."

The winning films show the familiar CESAR® Westie dog and its owner supporting each other in two very different situations, and sharing a special occasion. Ze Pedro Abreu's heart-warming film "I Do" shows how a man's best friend plays a key role in his wedding day preparations - while Yuichiro Nakano's spot "Dog Run" is a light-hearted take on an owner and his pet's preparation for a dog show. Ze, as the first place winner, will receive $8,000 and a trip to Texas for the MOFILM Texas 2016 event, during the SXSW festival that sees the world's music, film and digital industries gather in Austin.

The winning films can be viewed on Mars YouTube Channel,, , as well as MOFILM's website.

The Winning Films 

"I Do" by Ze Pedro Abreu, Portugal:

Ze Pedro Abreu is a Creative Director who has worked in advertising for the past ten years, with internationally renowned agencies including AMV BBDO Young & Rubicam and McCann Worldgroup. About his work, he said: "Behind a good brand there should be a good idea. And behind a good idea there should be a story to be told. Ideally, stories that makes us stop for a minute and wonder."


Creative Direction: Zé Pedro Abreu
Script Writing: Zé Pedro Abreu
Direction: Zé Pedro Abreu
Cinematography: Zé Pedro Abreu
Production: Zé Pedro Abreu
Editing: Zé Pedro Abreu
Music Score: Jimmy Agnello
Sound Design / Music Editing: Zé Pedro Abreu
Acting: João Pedro Paiva
Dog: Spock


"Dog Run" by Yuichiro Nakano, Japan:

Yuichiro Nakano is a filmmaker and artist born in Tokyo, Japan. He spent his youth in Santa Barbara, California. "Live with the Sea", his documentary short about a fisherman in tsunami-stricken Japan, was showcased at the 2013 Montreal World Film Festival and the 2013 Raindance Film Festival. His following short narrative film "Between Waves", also set in the aftermath of the tsunami, screened at the 2015 International Film Festival of Cinematic Arts. His screenplays, "Bayside Swordsman" and "My Little Fiend, Salaì", stories about Kendo, the Japanese art of fencing, and the forbidden love of Leonardo da Vinci respectively, were awarded at the 2015 Hollywood Screenplay Contest.
He has had two solo exhibitions in Tokyo, in 2011 and 2013. His artworks have been exhibited in several museums, including The National Art Center, Tokyo and Hyvinkää Art Museum in Finland.


Producer: Shotaro Miki
Art Director: Shiho Yoshikawa
Visual Effects Supervisor: Shosuke Watanabe
Production Manager: Katsuichi Koguchi 
Editors: Yuichiro Nakano, Shotaro Miki 
Music Composer: André Barros 
Cast: Max, Hook, Gene 
Special Thanks to: Kohei Kawai (Pet Style), Shigeko Oshima 

About CESAR® Canine Cuisine 

CESAR® Canine Cuisine is a high-quality line of premium wet dog food and dog treats for small- to medium-sized dogs. The CESAR® Brand wants to transform mealtime into moments of shared joy by providing irresistible taste and unparalleled variety all dogs love. The CESAR® Brand offers a variety of irresistible flavors in their Original Pate and Gourmet Filets in Sauce textures, as well as their HOME DELIGHTS™ line that provides comfort food favorites so your dog can enjoy the same meals that you do. For more information, visit


MOFILM's technology enables brands and social causes to access its global community of creatives for high quality content strategy and creation. Its people-powered marketing approach allows strategists and filmmakers to produce innovative ideas in a timely and cost-effective manner, while showcasing their talents to a wider audience.

MOFILM provides production grants, along with mentoring and advice throughout the entire creative process of its contests and direct commissions, from script to final edit, ensuring quality of production while enabling a high degree of creative freedom.

Clients utilize MOFILM content across all channels including digital, broadcast and cinema. Additional information may be found at | Facebook: | Twitter: @MOFILM | Instagram: @mofilmugc | YouTube:

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