Turning skeptic comments into statements for vegan dog food:

The dog descends from the wolf. So, it must eat meat, right? Well, almost. Various studies show that vegan dog food can be not only equivalent but actually healthier than meat-based diets. However, when Vutter! launched its completely vegan dog food on the German market, the internet quickly showed its teeth against vegan diets for dogs. So, we called in four-legged support to dispel prejudices and raise awareness for the new product.

This campaign won Silver in the Max Green and Max Activation category at the MAX Awards 2025 and got shortlisted at Deutscher Digital Award 2025.

Agency: häppy
Client: Vutter!
Role: Creative Director