Best Consumer Goods Online Ad

When it comes to raising doubt in the consumer’s mind, especially when it comes to the dog food they purchase, there is a fine line between scaring and informing. So to get the Iams So Good! message out there, we wanted to give dog owners a simple, visual way to do more than just see the story, but interact with it. With three competitor brands to match up against, this was not a short tale to tell. To get the key messaging across in a way that infused our insight into the idea—and didn’t scare the crap out of dog owners—we created the Iams So Good! slot machine. The Iams So Good! slot machine gave viewers a tight, compelling story about the Iams So Good! By matching up against a competitor brand with each spin, we were able to display which ingredients they contained that no dog-owner wanted—and then show how Iams So Good! never had these ingredients to begin with. The slot machine convention itself was a big win. It contextually framed how these added ingredients could be gambling with your dog’s health, without overtly stating it. Secondly, it’s a slot machine. And people. Love. Slots.

Contributors:

Chief Creative Officer:	Lucas Peon
Creative Director:	Pat Morgan
Associate Creative Director:	Ray Elfers
Copy Director:	Jed Golden
Art Director:	Scott Hoverman
Senior Designer:	Eddie Sun
Associate Copywriter:	Chris Simmons
Sr Account Manager:	Katie Shelander

POSSIBLE

Location: USA