Going into the 144th Annual Westminster Kennel Club Dog Show season, we saw an opportunity to refresh campaign creative and messaging in an effort to reach a broader audience. The 2020 campaign launched through out-of-home, digital, print, and in-arena signage. The photos for the campaign, which includes real 2019 Westminster Kennel Club competitors, were taken backstage prior to the canines competing.

The campaign exceeded expectations, which resulted in record-breaking KPI sales goals when compared to previous seasons.

photoshoot art director & graphic designer: jamie perlin
photographer: zack lane
copy: ronn pearson