Paws For Wisdom
Adopting a young dog can be tough, teaching them step by step and constantly disciplining them. But with senior dogs, they are experienced and trained so you can enjoy their love while living peacefully.
Idea: Purina will partner with local animal shelters around NYC and showcase their senior dogs at the Westminster Kennel Club Dog Show.
Social Teaser
Carrousel posts on Instagram of senior dogs that will be attending the Westminster Dog Show, a week before it starts, with a small description about each dog, like their breed, age, and personality. In addition, Purina will also partner with the Westminster Dog Show and have them post these same senior dogs on “X.”
Dog Park Toys
We’ll spread QR cube toys throughout dog parks a week before the Westminster Dog Show starts. Each QR code represents a different dog that will be attending the Westminster Dog Show along with their personality and traits.
Westminster Activation
Purina will buy an hour slot before the dog show begins. During that time these senior dogs will be showcased on the big stage in 3 groups. Small breeds (10 years+), Medium breeds (8 years+), and Large breeds (7 years+).
After each group has gone, people will have the opportunity to vote for their favorite dog in each group. Throughout the show, people can also meet these senior dogs in person backstage and have the chance to adopt. At the end of the show, they will announce the winner from each group and give them a medal.
