Overweight Dog Gets Stuck Between Buildings in IAMS, adam&eveDDB Awareness Campaign

Pet food brand IAMS just launched a new campaign that raises awareness about the harmful effects of overfeeding our furry friends.

Together with creative agency adam&eveDDB, the brand teamed up with a real-life overweight dog named Waylon and created an inflatable balloon model of him to spread the message. 

Waylon's balloon was then between two buildings along the route of the Chicago Thanksgiving Parade to make him appear "stuck." 

 

 

 

 

 

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A post shared by IAMS Dog & Cat Food (@iams)

Alongside the inflatable was a QR code that brought scanners to the IAMS Healthy Weight Dog Hub, an information platform that shared the health journey of Waylon.

The hub also provides users with resources and tools to help their dogs with their own health journeys, such as tips, guides, and a weight assessment tool.

The latest from the brand and agency was inspired by the statistic that over 59% of dogs in America are overweight or obese, and some pet owners don't even realize it. 

IAMS then sought to bring awareness to the very serious yet widely neglected issue of pet obesity and help pet parents keep their furry kids healthy. 

 

 

 

 

 

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A post shared by IAMS Dog & Cat Food (@iams)

Mars Pet Nutrition North America CMP Jean-Paul Jansen shared his thoughts behind the campaign as the brand embarks on a mission to "help those dogs, like Waylon, live healthier lives:"

Bold and inventive, it's definitely an attention-grabbing spectacle strategically crafted not only to capitalize on the Thanksgiving parade but also to inspire action among its viewers.

It is a powerful message for all pet owners to ensure their pets are healthy — a solid brand marketing strategy that's sure to bring awareness to IAMS and its cause.

Follow Waylon's Journey to Good Health

Apart from the spot, the brand has also launched a social media series sharing Waylon's journey to better health.

Here, IAMS shares tips and tricks as to how Waylon went from being overweight to being in better shape.

These include feeding Waylon with nutritious kibble and allowing him to go outside and stay active.

 

 

 

 

 

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A post shared by IAMS Dog & Cat Food (@iams)

As part of the campaign, IAMS has also taken to social media to showcase its gigantic Wayan inflatable, which attracted a lot of passersby in Chicago.

The brand has also teamed up with influencer Thomas Trust (@rustandtrust) and his dog for a social-centered effort as they visited the inflatable and did their part in spreading the advocacy.

Meanwhile, earlier this year, Jif and Milk-Bone teamed up to create a unique peanut butter perfume inspired by dog treats.