“Any Length”
Client: The Honest Kitchen Dog Food
Main Message: It’s like the opposite of the typical processed food for dogs
Insight: Dogs have no patience when it comes to getting their food
Big Idea: Dogs will be extra desperate to eat food as delicious as Honest Kitchen
Art Director: Lexi Guo
Outdoor
We’re going to turn moving walkways in airports around the country into Honest Kitchen ads by making the walkway into a dog’s tongue. We’ll put a dog’s head on one side of the walkway and a bowl of honest kitchen food on the other.
We want to utilize every long space that is available to us in public. So, on the back of city buses, we’ll have a dog’s head with its tongue sticking out and our “any length” line paired with it. Then, on the side of the bus that the dog is facing, its tongue will extend all the way to the front.
Digital
When people open Waze, they’re going to find that their car on the road has turned into an adorable dog and the path that they follow, typically a deep purple, is now that dogs tongue. We’re telling people that their dog will go to any length for Honest Kitchen, and there aren’t many things longer than a daily commute.
This project has not been commissioned or approved by the client. It was created solely for a class.