Purina’s Pro Plan brand was in a tough spot. Being a mid-range dog food with consistent messaging around dog “excellence” for years, they needed to speak to real dog owners. We came to them with a solution: every dog has a unique excellence inside them. You just have to let it out.

As a sponsor of the Westminster Dog Show, the issue of exclusivity that hung over the event was one thing, but on a much more divisive issue of purebred vs. mixed/adoption was another.

So, in line with the campaign and focusing on inclusivity, we broke down why breeds aren’t the end-all be-all, but worth celebrating for the talents they display. That way, we can satisfy the curiosity of why breeds exists, and maybe folks can see some of those traits in their own dogs.

Creative partner: Dan Thorne