Fuel your everyday hero
Product:
Alpo Dog food
Insight:
Dogs act protective over their family
Big Idea:
ALPO celebrates dogs as the everyday heroes that protect their family.
Art Direction:
Amanda Elgarresta
Copywriting:
Jacquelyn Trotman
To extend the campaign iconography,ALPO will make physical medallions (in the forms of dog collars).Owners can customize and purchase from the ALPO website, so their dogs can also look and feel like a hero.
ALPO will launch a web page for customers to create digital comics about their dogs, to illustrate everyday acts of heroism. Using generative artificial intelligence, owners can type in an action their dog does to protect them, and the ai will generate a personalized action comic.
ALPO HERO STATUES:
To increase the visibility of the celebration of dogs, ALPO will place statues of dogs placed in public parks and squares, mirroring the way we honor human heroes.The bases of the statues each include a QR Code to the campaign landing page, where users can browse stories of real dogs and their everyday heroic feats.
