Purina x Arsenal WFC
Partnering with a legendary club to talk about the power of pets.
The Challenge
When Purina set out to showcase the incredible impact pets have on mental wellness, they didn’t want to manufacture a story. They wanted to find it, alive and real in the world.
Arsenal Women’s Football Club wasn’t just talking about mental health; they were living it — thanks to their official team dog, Win. Loved by players, coaches, and fans alike, Win had become a vital part of the club’s culture and spirit.
The spark was clear: Arsenal’s authentic bond with Win made them the perfect partner for Purina’s belief that people and pets are better together.
The Solution
Our idea was to showcase how pets like Win support mental wellness, team chemistry, and personal resilience — not through statistics, but through storytelling.
Across a series of heartwarming activations and candid content, we turned Arsenal’s genuine relationship with Win into a bigger, branded movement that inspired fans worldwide.
The Content
Win’s Goodbye
Before their international summer tour, we staged a goodbye scene where Win (in a custom Purina bandana) sent the team off with branded plush toys.
Win’s Profile
We captured candid moments of Arsenal players bonding with Win at the training ground — from playful sessions with Purina-branded toys to heartfelt reflections on how Win supported them through the ups and downs of competition.
Puppygram
Fan-favorite players Beth Mead, Steph Catley, and Caitlin Foord were surprised with shelter puppies during interviews — sparking genuine conversations about the role pets (and especially Win) play in their lives, both on and off the field.
The Results
99%
positive sentiment (+26% over Purina’s 2024 average)
926k
impressions on 2 Instagram Reels + 1 Story
5.6%
engagement rate (well above category average)
876k
total video views across platforms
48.8k
total engagements across platforms
My Role
Led creative messaging and storytelling across concept, copy, and tone—collaborating with art and strategy to deliver a cohesive, emotionally resonant campaign.
The Team
VP Creative Director – Cesar Vallejo
ACD - Copy – Collin Carpio
ACD - Design – Megan Keegan