ANY length

Award: Graphis New Talent 2024, SILVER

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, especially the good one.

Big Idea: Dogs will be extra desperate to eat food as delicious as Honest Kitchen.

Copywriter: Noah Lourie

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.

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 line, is now a dog’s 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.

People’s favorite time killer game Google Snake game now have this Honest Kitchen version.

In the Google Snake game, you steer the non-stop moving snake left, right, up and down to eat apples that pop up one-after-another while at the same time avoiding hitting the walls and running into itself. Each time an apple is eaten, the snake will grow longer. the longer the snake grows before it hits the wall or runs into itself, the more points you will earn. Rules stay the same in the Honest Kitchen version, the only difference is it’s featured with a pink tongue and a bowl of dog food instead.