Print 1: "Guardian of the Gate/ Fuel Your Everyday Hero"
Print 2: "The Midnight Howler / Fuel Your Everyday Hero"
Print 3: "Protector of Strollers / Fuel Your Everyday Hero"
Collar of Honor: To extend the campaign iconography, ALPO will make physical medallions (in the forms of dog collars) that owners can purchase from the ALPO website; they will be shipped to customers so their dog can also look and feel like a hero. Owners can customize their Collar of Honor with their dogs’ names or “hero” name, with a randomized “Hero Name Generator” integration to help jog their imaginations.
ALPO Comics: ALPO will launch a web page for customers to create digital comics featuring their real dogs, illustrating their everyday acts of heroism using generative artificial intelligence. Comics will be available to order and print through the ALPO website, and to share on social media platforms.
Hero Statue 1: To increase the visibility of the celebration of dogs, ALPO will place statues of dogs placed in public parks and squares, mirroring the way we honor human heroes. Engraved QR codes will direct viewers to the campaign assets on the ALPO website.
Hero Statue 2: To increase the visibility of the celebration of dogs, ALPO will place statues of dogs placed in public parks and squares, mirroring the way we honor human heroes. Engraved QR codes will direct viewers to the campaign assets on the ALPO website.
1 Sheet Summary
Description
Insight: Dogs are protective over their family, and do everything they can to protect them from danger.
Idea: ALPO celebrates dogs as the everyday heroes that protect their family.
Execution: Highlighting the small, heroic things every dog owner has seen their dog do by honoring each dog with a medallion of honor.
This student campaign titled 'Fuel Your Everyday Hero' was published in United States in October, 2025. It was created for the brand: Alpo (Purina), by ad school: S.I. Newhouse School of Public Communications. This Digital, Experiential, and Print media campaign is related to the Pets industry and contains 8 media assets. It was submitted about 2 months ago by Student: Jacquelyn R. Trotman of Syracuse University - S.I. Newhouse School of Public Communications.
Credits
School: Syracuse University, S.I. Newhouse School of Public Communications, Syracuse, New York, USA
Art Director: Amanda Elgarresta
Copywriter: Jacquelyn Trotman
Instructor: Stephen G. Lundberg
