The Hungry Bear

BRONZE Film (Online): Single
Bear Bears.jpg
The Hungry Bear.png


Bonsey Jaden Malaysia


Pet World Marketing Sdn Bhd




ProDiet is a homegrown brand that has been redefining the cat food category with its high-quality products made with 100% real seafood. Over the past decade, its product claim has headlined on billboards and in-store materials. The challenge remains: how do we reach a wider audience while staying true to the brand’s mission of promoting real food for cats?


We looked outside of their usual channels to reach a new crowd - digital. The brand’s mission formed the foundation of the online film’s narrative with a simple, cheeky twist: ProDiet serves real seafood for cats, that even the fish-loving bear can’t resist it. No bears were harmed in the making of this film, thanks to animatronics technology.


Creative Agency: Bonsey Jaden Malaysia / Imaginary Friends
Executive Creative Director: Adam Chan; Yew Pong Hor
Copywriter: Alicia Hew
Art Director: Siok Yee
CEO: Daniel Posavac

Production House: Directors Think Tank
Director: Rajay Singh & Carolyn Chon
Cinematographer/DOP: Din ; 2nd cam: Shahrul Nizam
Executive Producer: Heng Tek Nam
Film Producer: Mint, AOI Asia
1st Assistant Director: Golf
Art Director: Eak
Editor: Affandi Jamaludin

Post-production House: VHQ KL

Sound/Audio Production House: Two AM

Media: Vanguard Black Sdn Bhd
Partner: Victor Yap

Brand: Pet World Marketing Sdn Bhd
Client CEO: Choy Peng Yew