Vileda and Herezie Milano Launch "Flexible Pets": Flexibility is a Natural Gift

Mar. 04, 2026

Vileda, a global leader in home cleaning, announces the launch of “Flexible Pets”, the new integrated campaign created by Herezie Milano. At the heart of the communication is Flex & Catch, the innovative dust wand featuring a super-flexible head designed to reach even the most difficult corners, making it the ideal ally—especially for pet owners.

The creative concept is based on an immediate visual parallel: the ability of dogs and cats to flex and squeeze into tight spaces, just like the new Vileda duster. Through a series of three print subjects, the campaign showcases the extreme flexibility of pets, providing a perfect mirror for the versatility of the new Flex & Catch.

To ensure maximum authenticity, the production chose to rely exclusively on the lens of Ale Burset. The award-winning photographer worked without any recourse to AI, seeking the exact moment when the animal’s natural pose perfectly expressed the concept of flexibility.

Andrea Stillacci, CEO and President of Herezie explained:

“We wanted the campaign to speak a language of truth. The flexibility of Flex & Catch is real and tangible, just like that of the animals living in our homes. Relying on Ale Burset allowed us to elevate the product to a superior aesthetic, celebrating nature without filters or technological shortcuts.”

 

The campaign is currently on air in Italy and Eastern Europe. In addition to the print subjects, the communication unfolds across the brand's social channels with a series of video snippets featuring the animal protagonists captured in their most fluid and surprising movements.

The ecosystem is further enhanced by influencer marketing activities involving creators and pet owners, invited to test the effectiveness of Flex & Catch against the daily challenges of pet hair and stubborn dust.