The American Kennel Club has been the trusted authority on all things dog-related for more than 140 years, yet many Millennial and Gen Z dog owners were not fully aware of the breadth of services and resources it provides. To remain relevant with this next generation of pet parents, AKC needed to modernize its image, strengthen emotional connections, and reaffirm its role as the ultimate resource for dogs and their owners.
Our idea was simple: celebrate the deep, unbreakable bond between people and their dogs, while showing how AKC supports that relationship at every stage of ownership. The campaign, built around the line “Everything We Do, We Do for Dogs,” positioned AKC not only as an authority but also as a compassionate advocate who understands the everyday joys and challenges of dog ownership.
The specific goals were threefold. First, increase awareness of AKC’s not-for-profit mission and elevate its reputation among younger audiences. Second, build trust by creating an emotional connection that would make AKC feel approachable, modern, and relevant. Third, drive measurable engagement through media channels that align with younger dog owners’ behaviors, including social, digital video, and out-of-home. By meeting audiences where they are, and reinforcing AKC’s expertise through storytelling that felt authentic and heartwarming, the campaign aimed to ensure that every dog owner sees AKC as both a credible authority and a community that shares their passion.
To bring “Everything We Do, We Do for Dogs” to life, we designed a fully integrated brand campaign that balanced AKC’s heritage with a fresh, modern identity. Our strategy centered on three pillars: create an emotional story that resonates with today’s dog owners, build awareness across high-impact media channels, and establish AKC as both a trusted authority and a relatable advocate for dogs everywhere.
The campaign launched with a :60 hero spot during the AKC National Championship Dog Show on ABC, a stage with more than 27 million viewers the previous year. This placement was intentional, tying AKC’s legacy to a beloved national event while reaching a wide audience of dog lovers. To maximize reach, we produced :30, :15, and :06 cutdowns distributed across Meta, TikTok, YouTube, Disney+, and programmatic channels. By tailoring lengths and placements, we connected with younger audiences in the environments where they spend the most time.
Visually, we refreshed AKC’s identity through a richer brand palette and a balance of classic serif and bold sans-serif typography. Headlines were written to capture relatable moments of dog ownership, from “Movie Date” to “From Zzzs to Zoomies,” ensuring that every touchpoint felt approachable and memorable. Out-of-home advertising, including murals, wallscapes, and digital billboards, extended the campaign into the physical world. At the same time, social prompts invited dog owners to share “the most unexpected thing you do for your dog,” turning the campaign into a two-way conversation and building community.
One of the greatest challenges was evolving AKC’s image without alienating its loyal base of long-time members. To solve this, we created a design system that honored tradition while leaning into warmth and inclusivity, ensuring that the brand felt credible yet current. Another challenge was ensuring the creative broke through in crowded digital spaces. By focusing on authentic storytelling, showcasing more than 40 breeds, and highlighting everyday moments that any owner could relate to, we created content that audiences not only watched but remembered.
The execution paid off. The hero spot achieved a 78 percent completion rate across platforms, nearly doubling industry benchmarks. Billboard placements in cities like Chicago and Detroit delivered strong visibility, often located near dog-friendly spaces to reinforce relevance. Most importantly, the work changed perception: younger audiences reported higher recall, stronger emotional connection, and a clearer understanding of AKC’s mission as a not-for-profit dedicated to dogs.
This campaign stands out because it did more than market a brand. It gave a 140-year-old institution a fresh voice, built on love, trust, and authenticity, and created a platform that AKC can continue to build upon for years to come.
The campaign delivered on its objectives by elevating awareness, driving emotional connection, and generating measurable business impact. Within the first 60 days, “Everything We Do, We Do for Dogs” produced more than 30 million impressions across broadcast, digital, and out-of-home, with video views topping 10.8 million. Engagement exceeded benchmarks, with a 78 percent video completion rate compared to an industry average of 44 percent.
Just as important, the creative resonated deeply with viewers. Ad recall among 18–24-year-olds jumped from 23 percent to 36 percent, proving the work connected with a priority audience. Across ethnicities, recall rose significantly as well, aligning with AKC’s commitment to reaching more diverse dog owners. Positive associations with the brand grew stronger, with respondents describing the spot as “loving,” “reliable,” “uplifting,” and “educational.” After viewing, 75 percent of respondents reported positive feelings toward AKC, up from 66 percent with the prior campaign.
The campaign also translated into business results. Cost-per-acquisition fell by nearly 30 percent across core products, with registrations down 42 percent and marketplace actions down 38 percent. Out-of-home placements in cities such as Chicago, New York, and Detroit reached highly relevant audiences, often in proximity to dog-friendly spaces, reinforcing AKC’s authority in moments that mattered most.
By modernizing AKC’s image while celebrating the timeless bond between people and their dogs, the campaign not only achieved its objectives but also established a platform for long-term brand growth and connection.
