Who Will Be Top Dog?

The World Dog Games, being held in Sydney in October, are being promoted as the ultimate dogfest in an integrated advertising campaign. The event, sponsored by Chugg Entertainment and Purina, will be feature dogs competing in Agility, Flyball, Canine Disc and diving Dockdogs. Three print and outdoor advertisements, asking the question, “Who Will Be Top Dog?”, are being supplemented by a television commercial, event t-shirts, and K10, a dog sports drink.

World Dog Games poster


World Dog Games poster

World Dog Games poster

Credits

The initial design and branding was created by Channelzero, including strategy and sponsourship in partnership with Chugg Entertainment.

The advertising campaign was developed at Three Drunk Monkeys by executive creative directors Justin Drape and Scott Nowell, creative director Noah Regan, art directors Jed de Pyper and Scott Dettrick, copywriters Robin Feiner, Nick Morrissey and Benn Sutton, account manager Jenny Lipson, with photographer Sean Izzard.

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Location Australia Australia

2 Responses to Who Will Be Top Dog?

  1. Alex says:

    You guys have credited all the creative work to TDM which is in fact incorrect. The initial design and branding was created by Channelzero, including strategy and sponsourship in partnership with chugg entertainment. I understand the campaign was developed further by TDM and the work is great but credit ahould be given where its due.

  2. Duncan says:

    Thanks Alex. Got it.

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