INSIGHT
We reject ranking people by genetics.
But we still do it to dogs.
CONTEXT
American Eagle’s latest campaign was the subject of a media firestorm.
PROBLEM
The quiet belief that pedigree = premium causes mixed breed dogs to get overlooked in shelters.
IDEA
Shift public perception of mixed breeds. Leverage a cultural moment by inserting Chewy into a frenzied eugenics conversation: parody the Great Jeans campaign,
this time highlighting dogs in shelters.
When an ad about jeans accidentally sparked a nationwide debate about genes, purity, and value…
a door opened for brands who could speak to belonging.
And Chewy had a better answer to the question:
what makes something worth loving?
RESULT
We turned American Eagle’s recent flop into a positive moment for shelter dogs, even receiving a real response from the brand itself.
MADE BY
copywriter | Brynna Nunez
art director | Matilda Madfis