"Pure Dog"
Student Work
Chicago Portfolio School
Roles: Copywriting, Art Direction, Design
MERRICK DOG FOOD
There are about 340 breeds recognized by the World Canine Organization, but that number seems a little low. Sure, everyone knows what a Golden Retriever or a German Shepherd looks like, but what about the Everyday Sock Eater, or a Wire-Haired Squirrel Chaser? Where’s their Kennel Club? This campaign celebrates all little things that puts each dog in a class of their own.
WEB BANNERS
MERRICK'S #PUREDOG SHOW - SOCIAL EXTENSION
An American Sock Eater? An Arizona Roadside Floofer? A Scrappy Butt Sniffer? Merrick would invite users to submit photos of their dog via Instagram, Twitter, and Facebook telling them what kind unique and creative breed their dog really is for a chance to win weekly prizes. By tagging @merrickpetcare and using the hashtag "#puredog," submitted photos would be added to the "#Puredog Show" section of the website where users could vote for their favorite breeds. Winners would receive a year's supply of Merrick dog food, as well as a featured spot in the next Merrick commercial.
