IAMS - Waylon
Award: Wood Pencil
Wood Pencil / Media / Events & Stunts / 2025
Award: Shortlist
Shortlist / Experiential: Activation & Participation / B2C Activations
We created an overweight dog parade balloon, which got stuck between two buildings enroute to the Chicago Thanksgiving parade. This spectacle proved that too much weight can stop dogs from doing what they love. Upon scanning the QR code beneath the stuck dog, people discovered that the balloon was based on real-life overweight dog Waylon – who had actually been on a weight loss journey with IAMS. They were also introduced to the IAMS Healthy Weight Hub, an educational platform that revealed if their own dog was overweight – and gave them the tools they’d need to address this, as Waylon had.