At Cotécnica, we’ve been championing one clear idea for years: natural nutrition for dogs and cats isn’t a trend — it’s a way of doing things. And in 2026, we wanted that message not only to be understood, but to be remembered.
That’s why, in an industry where communication is often rational and fairly predictable, we’ve decided to take a different step: we’re launching a new global campaign for OWNAT in an unusual format for the category — a music video starring dogs and cats created entirely with Artificial Intelligence (AI), interacting and singing in the first person about the benefits of a natural diet.
Creativity in an increasingly homogeneous market
An original song and a storyline in which animals are not just another visual device, but the absolute protagonists. In the music video, they tell their day-to-day life “on the farm” through the lyrics. The goal isn’t only to entertain: we wanted to humanise the brand from a fresh, approachable perspective and build a distinctive territory that can endure over time.
AI: a creative, ethical and strategic decision
AI has been a key tool for us — and not only for its innovative edge. It helped us address three fundamental challenges:
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Awareness and differentiation: the creative concept and the spot’s branding strengthen a clear, recognisable brand identity with long-term potential.
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Animal welfare: we avoid the stress of filming with real animals. If we stand for animal welfare in how we make our products, we must also reflect it in how we communicate.
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International scalability: the campaign has been designed to adapt into six languages, keeping the same tone, humour and impact across all the markets where we are present.
An original soundtrack designed to be remembered
The track was composed and performed by Marcos GCL, Creative Director at HIT THE ROI. With a catchy folk rhythm and lyrics adapted for each market, the music video is built around everyday, natural scenes of dogs’ and cats’ “farm life”, creating an immediate connection with viewers.
An international campaign in six languages
This campaign was created with a global ambition. We’ve worked to ensure the message feels authentic in every language and that, beyond the format, the core remains: natural nutrition, brand identity and respect for animal welfare.
