American Eagle’s ‘Great Jeans’ campaign was the subject of a media firestorm.

Chewy had a better answer to the question: what makes something worth loving?

We leveraged the buzz to highlight dogs in Chewy’s rescue network, because mixed breeds deserve some press in the adoption cycle, too.

When an ad about jeans accidentally sparked a nationwide debate about purity and value, we saw an opportunity for a brand who could speak on belonging.

To maximize public engagement, we chose to parody the original ‘Great Jeans’ campaign, copying the visual system and tone of voice.

By capitalizing on existing media, Chewy would get people to turn their heads, again.

We turned American Eagle’s recent flop into a positive moment for shelter dogs, even receiving a real response from the brand itself.