Less Catwalk. More Dogwalk.

Agencies: PSOne BBH USA MSL


Milk Bone is launching a collaboration with streetwear brand Only NY, bringing to life their 'More Dog' philosophy in a stylish and culturally resonant way: with a one-of-a-kind and limited fashion collab for dogs and their owners.

The campaign includes a limited run of clothing and accessories for purchase from Only NY, in addition to a video lookbook, social ads running across online environments, and influencer partnerships featuring notable dog-loving celebrities including Nina Dobrev.

Beyond its stylish appeal, this collaboration also carries a meaningful impact, with a portion of the proceeds from the collection dedicated to supporting the Canine Assistants program, contributing to a cause that supports dogs in assisting individuals in need.

This is the latest iteration of Milk-Bone's 'More Dog' campaign by PSOne, the bespoke agency solution for The J.M. Smucker Co., creatively led by BBH USA.

“We couldn’t be more excited about this surprising collaboration between two iconic brands – Milk-Bone and Only NY to celebrate More Dog all the time, everywhere, even on the cat walk,” said Jasen Cusick, Director of Dog Treats for the J.M. Smucker Company. “Now, just in time for National Dog Day, dog lovers across the country will be able to spoil their dogs while giving back, with your support helping Milk-Bone and Only NY’s support of Canine Assistants.”

“Milk-bone believes the world needs ‘More Dog,’ including the fashion world. We couldn’t be more excited about our dog-forward collab with preeminent streetwear brand Only NY,” said Erica Roberts, CCO, BBH USA. “Who doesn’t need matching all-weather gear with their dog and designer poop bags. C’mon.”

This professional campaign titled 'Less Catwalk. More Dogwalk. ' was published in United States in August, 2023. It was created for the brand: Milk-Bone, by ad agencies: BBH USA, MSL, and PSOne. This Digital, Experiential, and Integrated media campaign is related to the Pets industry and contains 1 media asset. It was submitted 8 months ago.


Client: J.M. Smucker – Milk-Bone
Campaign Title: Less Catwalk. More Dogwalk.
Agency: PSOne

Chief Creative Officer: Erica Roberts
Senior VP Group Creative Directors: Peter Defries, Alan Wilson
Creative Director, Copywriter: Kelly Mahon
Creative Director, Art Director: Kelly Saucier
Assoc. Creative Director: Lisa Eri
Assoc. Creative Director: Victoria Iles
Group Executive Producer: Lauren Schneidmuller
Senior Producer: Rachel Tierney
Senior VP, Director, Business Affairs: Robin Oksenhendler
Senior Business Affairs Manager: Deanna Gattie
President, Groupe Client Lead: Yuri Lee
SVP, Group Account Director: Gina Leone
Account Director: Sarah White
Account Supervisor: Niketh Raghavan
Senior Program Manager: Meg Pilsner
EVP, Strategy Director: Jennifer Baldwin
Associate Director, Brand Planning: Allie O’Shea
Associate Director, Strategy: Kaitlyn Kline
Senior Strategist: Ashley Meeks
VP, Consumer Practice: Melanie Blum
Senior Account Supervisor, Consumer Practice: Meg Patrick
Senior Art Producer: Amy Salzman

Brand Partnership Company: BCL Entertainment
Founder & CEO: Bettie Levy
Brand Partner: Only NY

Production Company: Harbor Picture Company
Director: Thuan Tran
Director of Photography: Sammy Suh
Still Photographer: Nayquan Shuler
Executive Producer: Kelly Broad
Executive Producer/Head of Production: Rebecca Siegel
Senior Producer: Gabrielle Lasting
Line Producer: Jessica Drennan

Editorial Company: Cabin
Editor: Chris Kelley
Associate Editor: Jordan Hahn
Executive Sales: Hope DuHaime
Producer: Lynne Mannino
Head of Production: Lisa Barnable

Post-Production Company: Harbor Picture Company
Senior Colorist: Oisín O’Driscoll
Senior Flame Artist: Andrew Granelli
Executive Producer: Jesse Schwartz
Color Producer: Brad Martin
VFX & Finishing Producer: Kalisha Allen

Audio, Sound Design & Mix Company: SuperExploder
Sound Designer/Mix Engineer: Jody Nazzaro
Executive Producer: Meredith Nazarro

Licensed Music Track: “This Love (That I’m Giving You)”
Performed by: The Joy-Tones
Label: South Bay Music
Written by: Lora Finch, Alvin Steward, and Tony Middleton


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