Seen+Noted: adam&eveDDB teams up with Iams to raise awareness on the issue of overweight dogs
To shine an unmissable light on the issue of overweight dogs, IAMS™ pet food partnered with a real-life overweight dog named Waylon to put his story on a huge stage this holiday season. The brand, via agency adam&eveDDB, created a larger-than-life dog balloon – modeled after Waylon – that got “stuck” between two buildings en route to the Chicago Thanksgiving Parade. Not actually an official entry in the parade, the two-story-tall balloon represents the many dogs across the country who are carrying extra weight.
One real dog’s wellness journey – and his turn as a larger-than-life city spectacle – brings attention to a pressing pet health issue. Over 59% of American dogs are overweight or obese and most dog parents don’t even realize it.
“Many dog parents don’t even know their pets are overweight and it’s our mission at IAMS to help those dogs, like Waylon, live healthier lives,” said Jean-Paul Jansen, Chief Marketing Officer, Mars Pet Nutrition North America. “Showcasing Waylon’s journey on this large stage is important to us because it’s one many pet parents can relate to. We’re committed to helping them move forward in their own wellness journeys by providing nutritional support and practical tools to better understand and help improve their pets’ health and wellbeing.”
Credits
Agency: adam&eveDDB
CCO: Richard Brim
ECDs: Ant Nelson and Mike Sutherland
CD: Paul Knott
CD: Molly Wilkof
Creatives: Ben Robinson and Mike Whiteside
Social director: Phoebe Wright
Social creative: Judith Talkens
Head of production: Sally Pritchett
Head of print production and experiential: Jaki Jo Hannan
Producer: Joel Wilson
Social producer: Brooke Lagana
Assistant producer: Amy Galvin
Planning director: Stuart Williams
Planning director: Catherine Willoughby
Senior planner: Kit Owens
Senior planner: Zayem McTear
Chief executive officer: Miranda Hipwell
Managing partner: Charlotte Cook
Business director: Stephanie Taylor
Account director: Sarah Hill
Account manager: Lauren Dixon
Project director: Rasha Noronha
Senior project manager: Becky Faloju
Senior legal counsel: Tom Campbell
Client: Iams
Chief marketing officer, Mars Pet Nutrition North America: Jean-Paul Jansen
Global brand vice president, Iams: Edwin Padilla
VP, Iams North America: Fawad Farrukh
Associate brand director, Iams North America: Matt Darcy
Marketing manager, Iams Global: Olivia Chlasta
Digital ecosystem manager, Iams North America: Rachel Dawson
Brand manager, Iams Global: Paul Kendall
Senior director, external affairs, Mars Pet Nutrition North America: Lindsay Kordik
Brand communications manager, Mars Pet Nutrition North America: Wes Bottoms
Digital ecosystem coordinator: Bella Byrd
CRM coordinator: Andrea Migliore
Digital merchandising & operations specialist: Coleen Ducey
DVM, Mars Petcare: Heidi Parrish