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The Champion Dog Food campaign parodies a recent smartphone and social media phenomenon: the selfie. Reading, “For better looking dogs,” the tag line offers an easy explanation as to why these cute canines have decided to jump on the self-portrait bandwagon. Feeling and looking good, they simply want to share their new-found health and well-being with their friends and, on a larger scale, the world.
Conceived and executed by Porta, an ad agency based in Santiago, Chile, the Champion Dog Food campaign was art directed by Eugenio Spencer with creative direction by Felipe Valdivia and José Miguel Pizarro. The images were hilariously shot by photographers Claudio Robles and, Mr. Double Duty, Eugenio Spencer. Matías Roa provided the copy.