As a super premium dog food brand, Purina® Pro Plan® is already a well-known and popular choice among performance dogs, rescue dogs, and show dogs. This film proclaims that the potential for greatness lies within every dog. The film’s inspiring imagery finds deeper meaning in the lyrics of our original song, and together they present pet parents with both a promise and an obligation: Inside every good dog is a great dog. Letting him out is up to you.

We created 185 stories capturing the unique origin and purpose of every breed represented at Westminster. All the most popular breeds compete at Westminster, so this meant we were also representing the vast majority of dogs at home. We made these stories accessible via ads, apps, and mobile. In addition to these stories, we created a music video showing that every dog can be great. We wrote an original song from the point of view of a dog who wants to be great, and paired it with found footage of real dogs who were great for all kinds of reasons.

The music video ran only 7 times on television, but received over 400,000 views online.98% of viewers chose not to skip a single second of the video when it was used as an online ad.New 'likes' on Pro Plan’s Facebook page increased 400% the week our campaign launched, drawing 30,000 new 'likes' and 150,000 visits to our Westminster apps.After the show, there were 2 conversations: the typical one about this year’s Champion dog, and a new conversation, via Twitter, blogs, and the media, about the overwhelmingly positive, emotional reaction to the work that aired during the broadcast.