INSIGHT: We denounce using “genes” to rank people, status, beauty, and partners… Except when choosing a pet. When it comes to dogs: culture still worships pedigree.
CONTEXT: American Eagle’s latest campaign was the subject of a media firestorm.
PROBLEM: The quiet belief that pedigree = premium causes mixed breed dogs to get overlooked in shelters.
IDEA: Shift public perception of mixed breeds. Leverage a cultural moment by inserting Chewy into a frenzied eugenics conversation: parody the Great Jeans campaign, this time highlighting dogs in shelters.
REACTIVE CAMPAIGN | CAUSE-BASED | SOCIAL | PR
The Cultural Spark
When an ad about jeans accidentally sparked a nationwide debate about genes, purity, and value…
a door opened for brands who could speak to belonging.
The Core Insight
We reject ranking people by genetics.
But we still do it to dogs.
The Opportunity
Chewy had a better answer to the question:
What makes something worth loving?
Love isn't born from perfect genes.
Result: we turned American Eagle’s recent flop into a positive moment for shelter dogs, even receiving a real response from the brand itself.
MADE BY
copywriter | Brynna Nunez
copywriter | Matilda Madfis