AKC - Leap Group Network

Just Launched

The campaign launched with the :60 spot, debuting during the AKC National Championship Dog Show on ABC on December 29th. With 27 million viewers tuning in the previous year, the event provided the perfect stage to celebrate the deep, unbreakable bond between people and their dogs.

American
Kennel Club

The American Kennel Club (AKC) has 140 years of experience advocating for dogs and responsible dog ownership. But when the storied not-for-profit wanted to connect with the next generation of dog owners, Leap Group stepped in to help get younger tails wagging. We developed a national brand campaign— “Everything We Do, We Do for Dogs”—that not only presented the brand in a modern and friendly way but also reinforced AKC’s dedication to advancing canine well-being by celebrating the deep bond between people and their pets.

The Partnership.

AKC and dog owners share a common mission: they’ll do anything for dogs. We celebrated that bond with a national campaign that showed all the things owners do to give their dogs a better life—and how AKC is supporting them the entire way.

The Challenge.

For more than 140 years, the American Kennel Club (AKC) has been the authority on all things dog-related, from maintaining the largest purebred dog registry in the world to promoting responsible dog ownership and advancing canine health. But as younger generations of pet parents continue to grow, AKC saw an opportunity to modernize its brand and engage Millennial and Gen Z dog owners—many of whom weren’t fully aware of the services and resources the organization provides.

That’s where Leap Group came in. As AKC’s agency of record, we set out to create a campaign that would not only raise brand awareness but also connect emotionally with today’s dog owners. The result was “Everything We Do, We Do for Dogs,” a message that serves as both a mission statement and a rallying cry for anyone who shares their life with a dog.

To modernize AKC’s visual identity while staying true to its heritage, we introduced a richer, deep blue that enhanced the existing brand palette. The typography also received a refresh, with a bold, friendly sans-serif font introduced alongside AKC’s classic serif type, striking a balance between tradition and modern appeal. With the copy, we leaned into short, impactful headlines that captured the relationships of dog ownership, such as “Movie Date,” as well those that highlighted AKC’s role in helping dog owners through all stages of ownership, such as “From Zzzs to Zoomies.” Each element of the campaign was carefully crafted to celebrate the everyday joys of life with dogs for today’s generation while positioning AKC as the trusted authority for dog owners of all ages.

Bringing the Message to Life.

The heart of the campaign was a heartwarming :60 commercial that illustrated all the different kinds of breeds that attract different kinds of owners, and all the ways that AKC supports them all. Filmed over the course of a week, the spot featured upwards of 40 AKC-registered breeds, including Corgis, Afghan Hounds, Golden Retrievers, and Dalmatians. Among them was a Disc Dog Champion Whippet, a service dog trained to assist police, and a Newfoundland with a Hollywood résumé known for pulling Christmas trees and even rescuing people from drowning. Beyond these standout stars, we also photographed everyday moments that any dog owner could relate to, from a pup stealing the covers at bedtime to another patiently waiting for a snack while its owner grabs something from the fridge.

The campaign launched with the :60 spot, debuting during the AKC National Championship Dog Show on ABC and streaming platforms on New Year’s Day 2025. With 27 million viewers tuning in the previous year, the event provided the perfect stage to celebrate the deep, unbreakable bond between people and their dogs. The commercial was then edited into :30, :15, and :06 spots for use on various digital and social platforms.

A Fully Integrated Campaign.

While the TV spot set the tone, we ensured that “Everything We Do, We Do for Dogs” extended far beyond the broadcast. Across digital and social media, shorter :15 and :06 versions of the ad were launched on Meta, TikTok, and programmatic channels, allowing AKC to connect with younger dog owners in the places they spend the most time. The campaign also had a strong presence on AKC’s website, with the message prominently featured on the homepage to reinforce its significance.

In addition to its digital presence, the campaign took to out-of-home advertising, with traditional billboards as well as digital billboard placements showcasing clips from the spot. Social engagement was another key component, as AKC encouraged dog lovers to share their own experiences by asking, “What’s the most unexpected thing you do for your dog?” This approach not only reinforced the campaign’s message but also fostered a deeper sense of community and connection among dog owners. Plus, banners at key shows and sporting events around the country brought the new messaging into local AKC clubs.

A Lasting Impact.

Although the campaign is still in its early days, the New Year’s Day debut already connected millions of engaged dog lovers with AKC’s refreshed look, while digital and social channels have expanded its reach even further. More than just a one-time campaign, “Everything We Do, We Do for Dogs” is a platform for AKC to continue connecting with dog owners in meaningful ways for many seasons to come.

Because this campaign isn’t just about AKC—it’s about creating that emotional connection with every dog owner who sees their pet as more than just a pet. By blending authentic storytelling, fresh visuals, and a digital-first approach, we’re helping AKC reaffirm its place as the ultimate resource for dog lovers everywhere. Arf!