Winner Story: It's Good To Be A Dog At The Ridge Pinehurst by The Ridge Senior Living

Winner Story

It's Good To Be A Dog At The Ridge Pinehurst
by The Ridge Senior Living

They say never work with kids or animals in showbiz, but Diane Macheers at The Ridge Senior Living and Jared Suhn at Game Changer Strategies love a challenge. The creative marketing duo were tasked with crafting a video to blow up social media and highlight the vibrant canine companions living with the residents of The Ridge Pinehurst. We chatted with them about casting the perfect pooch, finding out dogs can get stage fright, and winning 2023 Best in Show in Social Video – Animals & Pets.

The Creators Behind the Vision

Diane Macheers
VP of Corporate Communications,
The Ridge Senior Living

Jared Suhn
Creative Director,
Game Changer Strategies

Diane Macheers, representing The Ridge Senior Living on the corporate side, played a crucial role in the project. Jared Suhn, owner of a boutique creative marketing and public relations firm, led the production and creative development of the video. Their combined expertise ensured the video effectively communicated the unique ethos of The Ridge Senior Living communities.

Evolution of the Concept

The concept for the video evolved organically. Initially, the team focused on interviews with staff members to highlight key amenities and features. However, Jared emphasized the importance of allowing the video to develop naturally, especially when working with animals. “We wanted it to take on a life of its own,” he said. This approach ensured the content remained genuine and engaging, reflecting the authentic experiences of those at The Ridge.

Overcoming Challenges

The production was not without its hurdles. Casting the right dogs proved to be a significant challenge. Initially, the team planned to feature two dogs: a Bernese Mountain dog and Olive, a Golden Retriever. However, the Bernese Mountain dog experienced anxiety and health issues on the day of the shoot, requiring a swift change in plans. “We were like, okay, we need to pivot. So our stylist was there and she’s like, ‘I’ve got a dog!’” Diane explained.

“And we were like, ‘go get her!’” Jared said.

“Penny turned out to be a rock star on camera,” Diane gushed. With a small team and lots of videos to produce, this type of quick thinking and adaptability are key to Jared and Diane’s process.

The Creative Ethos at The Ridge

The video encapsulates The Ridge’s dedication to providing an unparalleled senior living experience. “We aim to create a senior living environment that is the best in the world for our residents,” said Diane. The brand’s unique vision and values, grounded in extensive research, are evident throughout the video. The Ridge’s ownership encourages innovation and authenticity, allowing the team to produce content that stands out while remaining true to their core identity.

Social Media Success

The video has been a hit on social media, particularly on Facebook, LinkedIn, and Instagram. “This video has the most views and the most reach of any we’ve put out there,” Diane noted. As anyone in social media knows, animal videos tend to perform quite well, and “It’s Good To Be A Dog At The Ridge Pinehurst” is no exception.

“Who doesn’t want to share a dog video?” Diane explained.

Advancing The Ridge’s Mission

The Ridge Senior Living’s mission is to appeal to a broad audience, including seniors and their families who are involved in making senior living decisions. “The Ridge is an outlier in being pet-friendly, which is a significant aspect of our overall philosophy,” Jared stated. The video highlights this unique benefit, appealing to families and individuals who prioritize pet-friendly environments for their loved ones.

The Davey Award-winning video, “It’s Good To Be A Dog At The Ridge Pinehurst,” is a testament to The Ridge Senior Living’s innovative spirit and dedication to creating a welcoming, pet-friendly environment. Through the collaborative efforts of Jared Suhn, Diane Macheers, and their small team, the video successfully captures the essence of The Ridge’s mission and continues to resonate with their residents, families and beyond.

Is your small but resourceful team using creative ways to reach your audience on social media? The Davey Awards recently expanded Social category offerings to reflect social media’s centrality to our daily lives. Submit your work before the Final Entry Deadline on Friday, July 26th.

Credits

Cinematographer: Isaac Alongi, Isaac Alongi Studios
Producer & Director: Jared Suhn, Game Changer Strategies
Video Editor: Tyler Mleynek, TML Motion
Hair & Makeup: Lark Mervine, Makeup by Lark
Production Coordinator: Diane Macheers, The Ridge Senior Living
Creative Director: Charles Harris, Rally Your Team