/ Art Direction
“What’s big, Sweetie?”
It would take a larger-than-life figure to get dog owners to switch from harmful collars to harmless harnesses. Luckily, I know just the person for the job.
With the “Walk ‘Em Like A Dog” campaign, Chewy can catapult underground icon Saucy Santana and dog harnesses to super-stardom.
There’s only one person on the internet with enough charisma to convince anyone to use a dog harness. You may not know him yet, but he’s truly unforgettable.
Meet Saucy Santana AKA Santana on the Beat
Rapper
Entertainer
Media mogul
Shapeshifting enigma
7.8M YouTube video views
4.5M SoundCloud streams
566K Instagram followers
70.2K YouTube subscribers
69.6K Twitter followers
Why is Santana the most unexpected, yet best spokesperson for dog harnesses? His most popular song says it all:
^ Watch the video, it’s worth it ^
In a crossover nobody knew they needed, Saucy Santana will partner with online pet retailer Chewy.com to make a brand new version of his “Walk ‘Em Like a Dog” music video, this time using dog harnesses instead of collars.
Before
After
Along with the music video premiere, Santana will collaborate with the pet fashion brand Puppia to make a collection of dog harnesses, complete with some of his signature phrases.
“What’s big, Sweetie?”
“Caresha, please!”
“Walk ‘em like a dog”
Finally, Chewy will partner with Tractive’s Dog Walk app to make Santana the default voice for navigation. This can only be unlocked by showing off your harness with the walk snapshots feature.
Click to listen to Santana’s walk navigation voiceover:
“Don’t run from me, frieeeend!”
“Okay I don’t know what she was ‘bout to do, y’all.”
“Where’s the water? Nuh uh, Aquafina’s nasty. But bitch, at this point a bitch is desperate.”
Campaign Reach (+ counting)
With the help of Chewy, Saucy Santana, Puppia, and Tractive’s Dog Walk app, this campaign can make dog harness culture go viral and get everyone to opt for a harness next time they walk ‘em like a dog.
Concept and Art Direction: Matt Karas & Joelle Dunkley
Copywriting: Matt Karas