IAMS has long celebrated what makes each dog unique, which is why the brand has now launched a new campaign, as part of their IAMS Who I Am brand platform, challenging dog shows where traditional pet beauty standards are more often celebrated. The campaign launched last weekend in New York City featuring user-generated content of real dogs from real owners who want to celebrate the uniqueness they love about their pets, with all their quirks and imperfections left in.
These beautifully individual dogs took over digital and print media surrounding the famed dog show, contrasting the celebrations of perfect pure breed dogs happening within. This takeover included Madison Square Garden, the Pennsylvania transit station and 7th Avenue Marquee in New York. Across social, this campaign features parodies of real life dog show commentaries played over the action of these unique dogs.
The IAMS creative agency, adam&eveDDB (UK) led the creative development of the campaign in partnership with US-based agencies Barefoot Proximity, Mediacom and Weber Shandwick.