"No matter how little money and few possesions you own, having a dog makes you rich."
- Louis Sabin
It's no secret that popular culture considers the dog as man's best friend. A faithful companion that becomes part of your life and family. Under that train of thought comes Alican's new message. The dog food manufacturer teamed up with agency TBWA Dominicana, for a campaign in Dominican Republic that resulted in nothing short of something exquisite... from concept to execution. Instead of relying on rational aspects to instigate purchase, they focused on the element of emotion and the bond that exists between a dog and its owner. We are presented with four different scenarios in which we see a part of the house that includes an object belonging to the pet among his owner's things. The tagline reads: "Para ese miembro de la familia." (For that member of the family.)
The campaign is loving and touching, and opens us up to the notion that, in light of the fact our dog is another member of our family, we should want nothing but the best for him.
Title: "Little House" (Casita)
Title: "Hamper" (Cesta)
Title: "Desk" (Escritorio)
Title: "Pantry" (Despensa)