Objective: Persuade small dog owners that there high energy dogs need high energy food.
Insight: Small dog owners believe small dogs have unique qualities and attitudes and they above all people know what their dogs need.
Strategy: Small dogs need the right food to fuel their mighty lifestyle.
Creative approach: The platform line We Know Small dogs shows that Purina knows what food a small dog needs to fuel his small energy. The creative looks into the mind, emotions and motivations of small dogs through the lives of three dogs: Max, Goose and Rocky. By dramatizing the daily adventures of these dogs we prove that we know what it is like to be a Mighty Dog and we have the food to keep them going.
Insight: Small dog owners believe small dogs have unique qualities and attitudes and they above all people know what their dogs need.
Strategy: Small dogs need the right food to fuel their mighty lifestyle.
Creative approach: The platform line We Know Small dogs shows that Purina knows what food a small dog needs to fuel his small energy. The creative looks into the mind, emotions and motivations of small dogs through the lives of three dogs: Max, Goose and Rocky. By dramatizing the daily adventures of these dogs we prove that we know what it is like to be a Mighty Dog and we have the food to keep them going.
Social and display ads drive to a We Know Small Dogs microsite. The animation style matches small dog energy as encounters with everyday objects take on epic proportions.
Below are pages from the microsite, banners for Mighty Dog with Cheese! and stand alone print ad.
