T Bonz is a dog snack that looks, tastes and smells like a flame-grilled steak. Our objective for this campaign is to promote the brand to dog owners as the perfect treat for their pet.
To do this, we created a series of print ads based on the notion that “dog years” last seven times longer than human years. According to this logic, experiences that are unpleasant for humans last seven times longer for dogs. Dogs’ suffering is therefore greater than humans’ and thus they deserve compensation from their owners in the form of a delicious T Bonz dog treat.
In these ads we provide conversion tables to show how a dog’s experience of a something unpleasant lasts seven times longer than a humans’.
Advertising Agency: Fallon Minneapolis
Art Director/Copywriter: Ben Stilitz
Art Director/Copywriter: Colin Booth
Creative Director: Darren Spiller
Photographer: Barbara O'Brien