AKC 2005 Print Advertising Campaign

The 2005 American Kennel Club print campaign is a series of 26 one-page black and white...

The 2005 American Kennel Club print campaign is a series of 26 one-page black and white ads in the New York Times Magazine. These issue-oriented advertisements are aimed at the NY Times Magazine’s readers, corporate and legislative leaders, opinion influencers and academics, as well as the general public.

Each ad focuses on a specific program and/or initiative of the AKC that protects the welfare and sport of purebred dogs. The first ad introduced the series with a historical overview of the AKC. The second insertion covered AKC’s involvement in simplifying air travel for dogs while subsequent ads focus on the AKC’s Companion Animal Recovery program, Investigations and Inspections department, Canine Health Foundation and the DOGNY fund raising / public art project.

Featuring the tagline "We're more than champion dogs... We're the dog's champion," the ad campaign created by Doner of Southfield, Michigan, is designed to clearly establish and reinforce AKC as the "authority and advocate" of purebred dogs.