Small, medium, and large dogs each have their own nutritional needs in order to be very good boys (and girls).

Eukanuba was launching size-specific formulas, and we knew that behind every breed was an owner who appreciated every last one of their dog's idiosyncrasies. The last thing pet stores needed was another pointing pooch in a field, so we opted to focus on what truly makes these breeds so unique (and the nutrition they require to stay that way).

**197 Breeds**

that required 197 custom entries weaving their unique history with their unique nutritional needs.

The Show

As the title sponsor of the AKC National Championship, Eukanuba provided all signage and collateral for the event. As the copywriter on the team, I provided all the copy and concepting for that signage and collateral. It was a great opportunity to help bring the brand voice to the nation's best canines (and their owners).