Waylon was about 8 pounds overweight at a recent checkup, according to his veterinarian. Following his vet’s recommendation, Waylon embarked on an overall wellness journey with two goals in mind: to reach a healthier weight and to participate in a local turkey trot event. Waylon and his pet parent aimed to achieve these goals through greater emphasis on exercise and spending time outdoors, and with nutritional support from the IAMS brand, focusing on portion control and changing his diet to IAMS Adult Healthy Weight Dry Dog Food.
“Many dog parents don’t even know their pets are overweight and it’s our mission at IAMS to help those dogs, like Waylon, live healthier lives,” said Jean-Paul Jansen, chief marketing officer, Mars Pet Nutrition North America. “Showcasing Waylon’s journey on this large stage is important to us because it’s one many pet parents can relate to. We’re committed to helping them move forward in their own wellness journeys by providing nutritional support and practical tools to better understand and help improve their pets’ health and wellbeing.”
When the IAMS brand asked for a bold idea to drive awareness around the issue of overweight dogs, we knew we had to go big, or even oversized,” said Richard Brim, chief creative officer, adam&eveDDB. “We were inspired to bring this issue to life in a visually stunning and emotional way, leading us to the perfect real-life dog, Waylon. We were proud to translate his journey into an unforgettable sight with the balloon. The balloon spectacle coupled with a deeper dive into Waylon’s uplifting story felt like the perfect combination to get the attention of pet parents across the country.”
After following his veterinarian’s recommended approach, Waylon’s pet parent reports that he has lost weight and is continuing on his healthy weight journey. They even expect to achieve the goal of participating in a dog-friendly 5K together on Thanksgiving Day.
Pet parents inspired by Waylon’s story can visit the IAMS Healthy Weight Dog Hub to check where their own dogs sit on the healthy weight spectrum and learn more about the different factors impacting weight. The hub offers a variety of resources and tools like tips for exercise and treating, a serving-size calculator to help with portion control, and details of specially formulated IAMS Healthy Weight Dry Dog Food. Made with delicious real farm-raised chicken, IAMS Healthy Weight Dry Dog Food is formulated with L-carnitine, an ingredient to help turn fat into energy in order to gradually help return dogs to a healthy weight when included as part of an overall wellness routine.
Credits
Client: Mars Inc. Brand: IAMS Project/Campaign Name: IAMS Presents: Waylon First Air Date: Nov 24, 2024
Client names and Job Titles:
Jean-Paul Jansen, Chief Marketing Officer, Mars Pet Nutrition North America
Edwin Padilla – Global Brand VP, IAMS
Fawad Farrukh – VP, IAMS North America
Matt Darcy – Associate Brand Director, IAMS North America
Olivia Chlasta – Marketing Manager, IAMS Global
Rachel Dawson – Digital Ecosystem Manager, IAMS North America
Paul Kendall – Brand Manager, IAMS Global Lindsay Kordik – Senior Director, External Affairs, Mars Pet Nutrition North America
Wes Bottoms – Brand Communications Manager, Mars Pet Nutrition North America Bella Byrd – Digital Ecosystem Coordinator Andrea Migliore – CRM Coordinator
Coleen Ducey – Digital Merchandising & Operations Specialist
Heidi Parrish – DVM, Mars Petcare
Agency: adam&eveDDB
Creative: CCO – Richard Brim
ECDs – Ant Nelson + Mike Sutherland
CD – Paul Knott
CD – Molly Wilkof
Creatives – Ben Robinson + Mike Whiteside Social Director- Phoebe Wright
Social Creative – Judith Talkens
Production: Head of Production – Sally Pritchett
Head of Print Production and Experiential– Jaki Jo Hannan
Producer – Joel Wilson
Social Producer – Brooke Lagana
Assistant Producer – Amy Galvin
Planning:
Planning Director – Stuart Williams
Planning Director – Catherine Willoughby Senior Planner – Kit Owens
Senior Planner – Zayem McTear
Chief Executive Officer: Miranda Hipwell
Account Management:
Managing Partner – Charlotte Cook
Business Director – Stephanie Taylor
Account Director – Sarah Hill
Account Manager – Lauren Dixon
Project Management:
Project Director: Rasha Noronha
Senior Project Manager: Becky Faloju
Legal: Senior Legal Counsel – Tom Campbell PR:
Ketchum Client Director: Seagren Crous Account Lead: Julie Nunes
Earned Media Lead: Alex Demers
Influencer Lead: Sarah Vates
Social Lead: Blau Ramos
Entertainment Lead: Danielle Hallas Balloon Designer: Jennifer Palmer Production Company: Biscuit Filmworks Experiential Director: Glue Society
Service company: Biscuit Filmworks US
Editing (offline & online) Company: Absolute Post, London (Waylon’s Journey, Health Tips) Executive Producer: Belinda Grew Jnr. Producer: Dannica Green
Editor: Tom Higgins
Edit Assist: Christy Brooks
Colourist: Pete Oppersdorff 2D: Tom Higgins Editing (offline & online) Company: Cutters, Chicago (Launch Films/CBS Package) Soundtrack Name: Minneapolis Bump by Southside Aces
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