Iams wanted to further engage with their consumers and create a participatory campaign. We created, Love Changes Everything, as a social and digital push where an adoption event became a casting call for love stories.
Iams sponsored several events in the course of the year, but never took advantage of showing any of their altruistic efforts. In this campaign, we were able to show consumers that Iams is a trusted and caring brand for their pets. Portrait sessions were held at the event where consumers were able to then share their first family photos of their newly adopted pet. We also leveraged the event to find people with potential love stories and made documentary branded content films with them. Shares of these films went to Iams' Bowls of Love Program where every share helped feed pets in need. In the end, 150,000 Bowls of Love were given out.
Directors and Photographers: The Barkers